Bauran Promosi Shunu Computer Dalam Peningkatan Penjualan Pasca Gempa Palu, Sulawesi Tengah

Natural disasters, such as earthquakes, can have a significant impact on business continuity, particularly in the retail sector. One example is Shunu Computer, a retail company located in Palu City, Central Sulawesi, which experienced a decline in sales following the 2018 Palu earthquake. This study aims to explore the implementation of the promotional mix by Shunu Computer in increasing sales in the post-disaster period.

The research paradigm employed is subjectivism, using a case study approach and a qualitative descriptive method. Data were collected through in-depth interviews and observations, and then analyzed comprehensively.

The results of the study indicate that Shunu Computer implemented creative and adaptive promotional strategies, including the use of social media platforms such as Facebook, Instagram, and TikTok. In addition, the company utilized direct sales promotion strategies through live sessions on Facebook. These promotional strategies helped Shunu Computer increase customer interaction and facilitate sales in the post-disaster period. Furthermore, service personalization and promotional strategies such as “Malem-Malem Belanja” also contributed to building customer loyalty and sustaining the business amid the challenges faced. This study highlights the importance of adaptation and innovation in promotional strategies to mitigate the impact of disasters and maintain the continuity of retail businesses in a dynamic environment.