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

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Marketing Communication Strategies to Attract Consumer Interest During the Covid-19 Pandemic in Halfway Puri

Authors
Kevin Satriawan1, Wulan Purnama Sari1
1Faculty of Communication Science, Universitas Tarumanagara, Jakarta, Indonesia
*Corresponding Author. Email: wulanp@fikom.untar.ac.id
Corresponding Author
Kevin Satriawan
Available Online 21 April 2022.
DOI
10.2991/assehr.k.220404.193How to use a DOI?
Keywords
marketing communication; 4P (product, price, place, promotion); Digital Marketing
Abstract

During the Covid-19 pandemic, many affected businesses experienced difficulties until some went bankrupt, especially in the food and bar business. This Halfway Puri provides an example of relying on social media as a promotional tool and informing the broader community that Halfway Puri is free from the Covid-19 virus by relying on the government’s protocols. This research was conducted to find out how Halfway Puri can attract consumers’ interest during the Covid-19 pandemic by knowing what methods Halfway Puri has used to survive the Covid-19 pandemic and what Halfway Puri has done marketing communications. This The theory used in this research is marketing communication theory, 4P (product, price, place, promotion), digital marketing. This study uses a qualitative approach with a descriptive method. Data were obtained through structured interviews. The results obtained through this study Halfway Puri can survive during the Covid-19 pandemic by relying on promotions through social media such as Instagram, Facebook, and the Gojek, Grab, Shopee Food applications. Both Halfway Puri can attract consumers’ interest by informing their customers that Halfway Puri carries out health protocols according to government recommendations and is clean from Covid-19. The three social media are not only a means of promotion but also a means of notification.

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.220404.193
ISSN
2352-5398
DOI
10.2991/assehr.k.220404.193How 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  - Kevin Satriawan
AU  - Wulan Purnama Sari
PY  - 2022
DA  - 2022/04/21
TI  - Marketing Communication Strategies to Attract Consumer Interest During the Covid-19 Pandemic in Halfway Puri
BT  - Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
PB  - Atlantis Press
SP  - 1215
EP  - 1220
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220404.193
DO  - 10.2991/assehr.k.220404.193
ID  - Satriawan2022
ER  -