SYSTEMATIC REVIEW PROGRAM PEMASARAN CROSS SELLING PERUSAHAAN WARALABA PADA MASA PANDEMI

doi:10.29062/mahardika.v20i3.383

DOI:

https://doi.org/10.29062/mahardika.v20i3.383

Keywords:

Waralaba, Strategi Pemasaran, Program Cross Selling

Abstract

This stydy aims to provide an overview of a marketing program that is suitable for running a business, especially a franchise business during the COVID-19 pandemic, which has not yet been confirmed. To achieve this goal, the researchers chose a systematic literature review research method as a method in determining these goals. With the method of collecting data through a previous research on a scientific journal system with the theme of the research discussing a research that has to do with the cross selling marketing program as the main discussion in this study. The results of this study indicate that the most effective cross selling marketing program as an option in surviving the COVID-19 pandemic situation for a franchise business is to emphasize a promotion without ruling out other marketing programs.

Penelitian ini bertujuan untuk memberi gambaran program pemasaran yang sesuai untuk dijalankan sebuah usaha bisnis terutama pada usaha bisnis waralaba di masa pandemi covid-19 yang masih belum dipastikan masa tersebut berakhir. Untuk mencapai tujuan tersebut maka peneliti memilih metode penelitian systematic review sebagai metode dalam menetukan tujuan tersebut. Dengan metode mengumpulkan data melalui sebuah penelitian-penelitian terdahulu pada sebuah sistus jurnal ilmiah dengan tema pada penelitiannya membahas sebuah penelitian yang ada kaitannya dengan program pemasaran cross selling sebagai bahasan utama dalam penelitian ini. Hasil penelitian ini menunjukkan bahwa program pemasaran cross selling yang terefektif menjadi sebuah pilihan dalam bertahan disituasi masa pandemi covid-19 untuk sebuah usaha bisnis waralaba adalah menekankan pada sebuah promosi tanpa menyampingkan program-program pemasaran yang lain.

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