ANALISIS STRATEGI PEMASARAN PADA POD CHOCOLATE BALI TERHADAP MINAT BELI KONSUMEN

Abstrak

Apart from being rich in natural tourist locations, Indonesia is also a country that is rich in various types of food. The integration of tourism and various types of food has become a source of livelihood for some people and provides satisfaction for consumers. Analysis of various local snacks in various tourist locations in Indonesia has been carried out quite a lot, but analysis of chocolate snacks, especially in Bali, is very interesting to study. This research aims to analyze the marketing strategy at POD Chocolate Bali on consumer buying interest. The research was conducted using a descriptive qualitative approach. Data is taken from various popular official sources, as well as credible data sites. The research results show that the strategy set by POD Chocolate is marketing through social media, creating links for consumer information sources, utilizing E-Commerce as a tool to make it easier to purchase POD Chocolate products, having an attractive packaging concept, and making POD Chocolate an educational tourist spot (Eduturism ) has been effectively used by POD Chocolate in reaching its target market, so from this strategy POD Chocolate is able to build good branding and can market its products well so that consumers are interested and curious about the products they have. Then POD Chocolate has unique packaging which of course also attracts buying interest. Based on the conclusions, the suggestions that can be given by POD Chocolate are adding additional social media and actively participating in continuing to update their products, by making videos to market them with an interesting concept so that they can attract the attention of many people.