STRATEGI KOMUNIKASI PEMASARAN DALAM MEMPERTAHANKAN MINAT PENGGUNA JASA FAFIO WEDDING ORGANIZER BATURAJA DI MASA PANDEMI COVID-19

Abstract

In 2021, the Indonesian government will also provide a stricter emergency policy for the Implementation of Community Activity Restrictions (PPKM). Various restrictions due to the pandemic have caused wedding organizers (WO) to experience reductions to the cancellation of wedding parties. This article discusses how the marketing communication strategy is to maintain the interest of users of Baturaja's fafio wedding organizer services during the covid-19 pandemic. This study uses planning theory with the concepts of social goals (social goals), meta goals (meta goals), and working memory (working memory). The method in this study is an in-depth interview method with qualitative techniques. The data collection technique in this research is the data analysis technique used is descriptive qualitative. After conducting research and data analysis, it was found that in maintaining the interest of service users, Fafio Wedding Organizer was able to understand the situation during the pandemic and the obstacles that would be passed so that Fafio made plans for promotional strategies carried out through word of mouth, then social media such as Instagram, Facebook, Youtube, and Google Business accounts as well as through print media namely Brochures. However, there are several promotional media that are significantly helpful in maintaining and increasing consumer interest during the pandemic, namely through social media, especially Instagram and word of mouth.