Marketing Communication Strategy in the Condition of the Covid-19 Pandemic

Sari Endah Nursyamsi; Nita Komala Dewi; Nasaruddin Siregar

doi:10.98765/apjbet.v4i04.52

Sari Endah Nursyamsi Dosen Universitas Bhayangkara Jakarta Raya, Indonesia
Nita Komala Dewi Dosen Universitas Bhayangkara Jakarta Raya, Indonesia
Nasaruddin Siregar Dosen Universitas Bhayangkara Jakarta Raya, Indonesia

DOI: https://doi.org/10.98765/apjbet.v4i04.52

Keywords: Communication, marketing communication, marketing strategy

Abstract

The COVID-19 pandemic has forced many companies to close their production activities. As is the case in the tourism industry sector, which is also affected by the economic downturn. One of them is the Grand Cempaka Mega Mendung Resort, Bogor-West Java, Indonesia, which experienced a decline in room rental turnover of around 70% during the covid 19 pandemic. Based on this phenomenon, a marketing communication strategy is needed to make decisions to survive and compete in the conditions of the covid pandemic. 19. This process requires several stages according to the results of observations and interviews with resource persons regarding marketing strategies at the resort. The success of the marketing communication strategy used by Grand Cempaka Mega Mendung Resort by changing the marketing concept from traditional to digital and improving the digital marketing process by focusing on gaining the trust of consumers to survive and compete in the tourism sector.