STRATEGI KOMUNIKASI PEMASARAN KATHARO LAUNDRY JOGLO DALAM MEMPERTAHANKAN KONSUMEN DI TENGAH PANDEMI COVID-19

Abstract

The Marketing Communication Strategy of Katharo Laundry Joglo in Improving Brand Awareness in the Middle of the COVID-19 Pandemic. The paradigm in this study uses the post-Positivism paradigm with qualitative descriptive research methods. The formulation of the problem in this study is "How is the Marketing Communication Strategy of Katharo Laundry Joglo in Improving Brand Awareness in the Midst of the COVID-19 Pandemic?". The researcher used Marketing Communication Mix from Phillip Kotler. The subject of this research is Katharo Laundry Joglo, with the object of the research being the Marketing Communication Strategy of Katharo Laundry Joglo in Improving Brand Awareness in the Midst of the COVID-19 Pandemic. Primary data collection was obtained through semi-structured interviews and preliminary interviews and obtained secondary data through literature and documentation. The results of the research that Katharo Laundry Joglo's Marketing Communication Strategy has not been good enough in increasing brand awareness through promotional activities in marketing and have not used Advertising, Sales Promotion Strategies by making discounted promos, PR Strategies, and Personal Selling Strategies that are only on social media accounts, but Katharo Laundry Joglo has not done Direct Marketing because it is still focused on social media. In the midst of the COVID-19 pandemic, Katharo Laundry Joglo was more focused on advertising and promotional strategies because it greatly affected the increase in brand awareness of Katharo Laundry Joglo.