DEMAND AND PRODUCTION CAPACITY OF THE CINEMA INDUSTRY DURING THE COVID-19 PANDEMIC
Rahmi Qurrota Aynie, Ratih Hurriyati, Heny Hendrayati

Management, Post Graduate School, Indonesia University of Education, Bandung, Indonesia

Abstract

In recent years, Indonesia has experienced an economic crisis due to the COVID-19 pandemic which has caused businesses in Indonesia to weaken and even fall. With uncertainty and increasingly fierce competition, companies must think of various appropriate steps and strategies in order to be able to face the competition. One of them is a service company, namely the cinema entertainment industry which has experienced a very drastic decline, the challenge that managers must face in adjusting the amount of capacity offered by the company with the number of consumer demands based on daily operations in an ever-changing environment, then the company must think about how to meet capacity to remain profitable. In this way, this research can describe how cinemas, especially CINEMA XXI, deal with demand and capacity. The results obtained by Cinema XXI also have to face the crisis period and still maintain consumer satisfaction in conditions that must be physical distancing due to government regulations. Not only CINEMA XXI, but companies in other service sectors are also experiencing changes in conditions. To maintain the company, CINEMA XXI continues to carry out its activities and according to government regulations while maintaining health protocols. In addition to showing films, the company provides food delivery services available at Café XXI and rents out theater rooms with fixed conditions according to government regulations.

Keywords: Demand- Production Capacity- Cinema Industry- COVID-19

Topic: Marketing Management