The Effect of Marketing Mix Strategy during the Covid-19 Pandemic Social Restrictions on People's Buying Intentions to Buy Pizza Hut in Denpasar City

Arcana, I Nyoman and Wiratnaya, I Nyoman and Budiani, Ni Putu Ariesta and Juniari, Ni Kadek Eni (2022) The Effect of Marketing Mix Strategy during the Covid-19 Pandemic Social Restrictions on People's Buying Intentions to Buy Pizza Hut in Denpasar City. The 1st International Conference on Hospitality, Tourism, and Entrepreneurship 2022, 1. pp. 209-232. ISSN ISSN 2985-3028

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Abstract

During the Covid-19 pandemic, the restaurant industry had to adjust its marketing strategy to be able to market their products or services to consumers in order to survive. Many people reduce activities outside the home, including eating at restaurants, people prefer to order food in a takeaway or through delivery services. During this time of social distancing, many fast food restaurants are selling their products on the side of strategic streets and are widely passed by the general public. The purpose of this study was to analyze the influence of marketing mix strategies during the social restriction period on people's purchasing intentions to buy Pizza Hut in Denpasar City. The results of statistical tests show that all free variables have a significant effect on purchase intention with a total determination value of 0.587. This study concluded that: 1) the marketing mix strategy has a significant effect on purchasing intentions; 2) The average variable performance of the marketing mix is performing well. This research suggests that Pizza Mut Management in Denpasar City maintains the policy of opening roadside sales counters during the social restriction. Keywords: buying interest, Covid-19 pandemic, marketing mix strategy, Pizza Hut.

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