STRATEGI KOMUNIKASI PEMASARAN CITIMALL BATURAJA DI MASA PANDEMI COVID-19

Abstract

Currently, the Covid-19 pandemic has had a huge impact on the economic decline of people in Indonesia and even the whole world. In achieving a success, Citimall Baturaja has prepared several marketing communication strategies before marketing its products to be known by the public and even increase public interest. The purpose of this study was to find out how the marketing communication strategy carried out by Citimall Baturaja in increasing visitor interest during the Covid19 pandemic. The theory used is the theory of action formulation  theory  wants  to  know how to  organize  a  thought  in  forming  a  message  use  knowledge  and procedural knowledge. The research method used in this study uses qualitative research with a descriptive approach and data collection techniques through interviews and documentation. The data analysis technique in this study was carried out after the data was obtained through in-depth interviews and documentation. Based on the results of this study, the marketing communication strategy applied was using social media Instagram, Whatsapp and Trilio.co.id. In this case, the theory of action assembly takes an important role in the marketing communication process because it is related to research where Citimall Baturaja's contains knowledge observations, meeting, criticism of visitor suggestions, photo design of promotional activities and information, while in procedural knowledge in the form of external events, CSR programs, synergizes with the media. , as well as collaborating with communities and organizations that show that the marketing communication strategy carried out by Citimall Baturaja is running well during the Covid-19 pandemic, as evidenced by the number of visitors which is stable and has increased gradually during the New Normal.