Marketing Strategy Bakpia Pathok 25 in attracting interest of local tourist and foreign tourist during pandemic Covid-19

Amiin Nur Tamalasari

Abstract


Bakpia Pathok 25 is a typical food from Yogyakarta whose original name is Tou LukPia. Tou Luk Pia which means pia cake or green bean cake. Bakpia Pathok 25 was founded in 1981 and was founded by Ibu Tan Aris Nio. Originally they were number 38 wich indicated the house number. Then they changed to 25 in 1988, with the reason that people were easy to pronounce until now and Bakpia Pathok 25 os growing rapidly as a traditional bakpia and also a typical Yogyakarta souvenir shop.

In this research, researchers used qualitative research. Qualitative research is research that is descriptive and tends to use analysis. Process and meaning are more emphasized in qualitative research. The theoretical basis is used as a guide so that the research focus is accordance with the facts in the field. Apart from that, this theoretical basis is also useful for providing a general overview of the research setting and as material for discussing research results.

Bakpia Pathok 25 during the pandemic covid – 19 certainly experienced a decline in income but did not let go of ant its employees. During the pandemic covid – 19 they only sell goods offline not online because many people couldn’t visit the Yogyakarta and health protocols remained number one. They also don’t have special management to market their products, they only prioritize comfort and romance.


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DOI: https://doi.org/10.12928/sylection.v3i1.14114

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