MARKETING COMMUNICATION STRATEGY IN MAINTAINING CUSTOMERS’ INTEREST DURING THE COVID-19 PANDEMIC Case study on Wafelicious in Kalibata City Square

Abstract

World Health Organization (WHO) declared the spread of Corona Virus Disease 2019 (Covid-19) as the Global Pandemic. The Covid-19 pandemic has not only affected public health, but also the economic, education, and social living conditions of the community. To prevent the worst spread of Covid-19, all non-essential sector workers are required to work from home (WFH). For MSMEs operating in malls, they had a hard time surviving, because of the drastically declining economy and the policy of closing malls temporarily. In dealing with this problem, a communication strategy is required to maintain customers’ interest during the Covid-19 pandemic.The purpose of this study is to formulate a marketing communication strategy in order to maintain customers’ interest during the Covid-19 pandemic, especially for businesses operating in malls. This study uses the theory of communication strategy coined by Chriss Fill. This study also uses qualitative methods through the Constructivism Paradigm which states that reality exists in various forms of mental construction based on social experience, is local and specifc, and depends on the parties concerned. This research also uses a case study research approach (case study). Single Instrumental Data collection techniques were conducted through interviews and observations. This research focused on the business partnership of Grab and Wafelicious using the theory of communication strategy initiated by Chriss Fill (Pull Strategy, Push Strategy, and Profle Strategy). The study result shows that the business partnership of Grab and Wafelicious emphasizes more on the pull strategy by advertising and providing promotional ofers through printed media and social media. In addition, they also provide the best service by approaching customers in personal selling