Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)

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Naeil.do. Marketing Communication Strategy During the Covid-19 Pandemic

Authors
Vivi Andriani1, Yugih Setyanto1, Sudarto Sudarto1
1Faculty of Communication Science, Universitas Tarumanagara, Jakarta 11440, Indonesia
*Corresponding author. Email: yugihs@fikom.untar.ac.id
Corresponding Author
Vivi Andriani
Available Online 21 April 2022.
DOI
10.2991/assehr.k.220404.197How to use a DOI?
Keywords
communication strategy; marketing communication; social media
Abstract

During this Covid-19 pandemic, the growth of the nail art salon business has been hampered. This of course makes business people in nail art salons suffer losses. Therefore, business people must know how to plan in doing marketing properly in order to overcome this and provide good results. Marketing communication strategies can be carried out in various media, the increasingly developed technology today, of course, makes it easy for people to access anything, especially for business people this is very important and there is no longer a barrier for them to market their business products. In this study, the theory used is strategy and marketing communication to be related to each other so that individuals with other individuals can also work together to facilitate marketing communication. Marketing communication is the result of something that produces an appropriate and focused communication concept with the target audience, this is to create clear and precise communication goals. Marketing communication consists of Message Communicators, Media, Communicants, and Effects The approach used in this research is qualitative research with a case study strategy. Data was collected by using in-depth interview techniques, documentation and direct observation. This research shows the application of communication in the marketing of Naeil.do salons to reach customers during the Covid-19 pandemic.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
21 April 2022
ISBN
10.2991/assehr.k.220404.197
ISSN
2352-5398
DOI
10.2991/assehr.k.220404.197How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Vivi Andriani
AU  - Yugih Setyanto
AU  - Sudarto Sudarto
PY  - 2022
DA  - 2022/04/21
TI  - Naeil.do. Marketing Communication Strategy During the Covid-19 Pandemic
BT  - Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
PB  - Atlantis Press
SP  - 1238
EP  - 1242
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220404.197
DO  - 10.2991/assehr.k.220404.197
ID  - Andriani2022
ER  -