Digital marketing halal food home product: Bacinkie

Tresnawaty, Betty and Risdayah, Enok and Suryana, Cecep (2022) Digital marketing halal food home product: Bacinkie. In: Prospect of Communication for Development in The Digital Era. Zara Abadi, pp. 154-161. ISBN 978-623-88319-1-3

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Abstract

The COVID-19 pandemic has left quite a few problems for human life. One of the problems is the economic downturn that hit almost every circle. This unexpected condition encourages people to get up and stay alive. Various products have emerged, one of which is a halal food product with the “bacinkie” brand. This product is managed at home (home industry) by the family of Novia Rohmawati. Through interviews and observations as data collection techniques in this study, it is known that three important things are done by producers in managing the business, namely in product processing using the packing concept, while in product marketing the endorser and online shop concepts are used. The packaging concept has succeeded in making bancinkie a home product, in appearance equivalent to food products produced by large and modern industries, and this is effective in attracting consumers to try it. Meanwhile, the concept of endorsements succeeded in increasing sales, to increase family income. Online shops, by moving closer to online service providers, can increase sales during the pandemic. The three things mentioned above are part of the digital marketing concept that can be done in any condition and is very promising.

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