MARKETING STRATEGY AMID THE COVID-19 PANDEMIC USING SWOT ANALYSIS AT KIMOCHI EATERY GRESIK RESTORAN

Kimochi Eatery Gresik restaurant is an industry engaged in the culinary field that sells a variety of Japanese-style food and drinks located on Jl. Kalimantan No. 159 GKB, Gresik. This restaurant has been established since the beginning of 2015 and sells its flagship menu, namely taichan satay. The strategy implemented by Kimochi Eatery Restaurant for marketing its products is good, but since the emergence of the COVID-19 pandemic in early 2020, precisely in February, Kimochi Eatery Restaurant has experienced a decline in product sales, this can be caused by government policies that implement PPKM in the Java-Bali area, which limits people's mobility and requires restrictions on operating hours, therefore companies are required to plan better marketing strategies. This research was conducted to formulate a marketing strategy according to the company's internal and external conditions. Analysis of the internal environment and the external environment can be used as the main reference for improving marketing strategies. The approach used in this research is SWOT analysis. In the SWOT analysis, there are several matrices, namely IFE and EFE matrices, which are used to find the weighted score, IE Matrix, which is used to find the cell division of the company, and the SWOT matrix to formulate alternative strategies. From the resulting research, the IFE matrix scores 2,972 while the EFE matrix scores 2,986. From the weight of the score that has been obtained, the company can implement a strategy of hold and maintain.