Kiwari最新文献

{"title":"Back Matters Kiwari Vol 3 No 1","authors":"Lydia Irena","doi":"10.24912/ki.v3i1.29309","DOIUrl":"https://doi.org/10.24912/ki.v3i1.29309","url":null,"abstract":"Back Matters Kiwari Vol 3 No 1","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"44 S9","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140234337","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Pengaruh Strategi Promosi Media Sosial terhadap Keputusan Pembelian N'pure yang Dimediasi Word Of Mouth Marketing","authors":"S. Stefannie, Farid Rusdi","doi":"10.24912/ki.v3i1.29359","DOIUrl":"https://doi.org/10.24912/ki.v3i1.29359","url":null,"abstract":"This study aims to find out several things, namely 1. What is the impact or influence of promotion strategies using social media channels on purchasing decisions for the N'Pure brand, Tarumanagara University 2. The influence of social media promotion strategies on the WOM (Word of Mouth) strategy for N'Pure products among Tarumanegara University students 3. The impact or effect of the WOM (Word of Mouth) strategy on purchasing decisions for Tarumanagara University students. This research uses survey and illustration methods in this research using purposeful sampling50. In collecting information, this study used a questionnaire that was tested for validity, reliability, and significance with the T-test. This research produced some information, namely: 1. Promotion has a positive effect on the purchasing decision strategy for N'Pure products through social media. This is evidenced by the T-count of 7.544 and a significance value of 0.000 which is less than 0.05. 2. The positive impact of the social media promotion strategy on word of mouth on the decision of N'pure product buyers as evidenced by the T count of 5.917 with a significant value of 0.000 less than 0.05. \u0000Penelitian ini dilakukan untuk mengetahui dampak atau pengaruh strategi promosi menggunakan saluran media sosial terhadap keputusan pembelian brand N’Pure Universitas Tarumanagara, dan pengaruh strategi promosi media sosial terhadap strategi WOM (Word of Mouth) produk N’Pure di kalangan mahasiswa Universitas Tarumanagara, serta dampak strategi WOM (Word of Mouth) terhadap keputusan pembelian pada mahasiswa Universitas Tarumanagara. Riset ini menggunakan metode survei dan ilustrasi dalam riset ini menggunakan purposeful sampling50. Dalam mengumpulkan informasi, penelitian ini memakai kuesioner yang diuji validitas, reliabilitas, serta signifikansi dengan Uji-T. Dalam riset ini menghasilkan beberapa informasi yaitu, promosi berpengaruh positif terhadap strategi keputusan pembelian produk N'Pure melalui media sosial. Hal tersebut dibuktikan dengan T-hitung sebesar 7,544 dan nilai signifikansi 0,000 lebih kecil dari 0,05. Lalu, dampak positif pada strategi promosi media sosial terhadap word of mouth terhadap keputusan pembeli produk N'pure yang dibuktikan dari T hitung sebesar 5,917 dengan nilai signifikan 0,000 lebih kecil 0,05.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"6 5","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140234777","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Strategi Komunikasi Pemasaran Perusahaan Trading dalam Membangun Kepercayaan Konsumen","authors":"Philipus Vardiman Jefriwinata Hia, Yugih Setyanto","doi":"10.24912/ki.v3i1.29381","DOIUrl":"https://doi.org/10.24912/ki.v3i1.29381","url":null,"abstract":"The Covid-19 pandemic has had an impact on conventional businesses, giving rise to people's interest in starting a trading business. Trading is one of the business options for turning over money in a long or short term process. As time went by, the trading business experienced a decline due to the large number of frauds against the public, resulting in a negative image. People are careful when doing trading business. This research wants to know the marketing communication strategies of trading companies in building public trust. This research found that the crisis that has become a problem in the world of the Indonesian capital market is caused by people's negligence in understanding market trading. Capital market education needs to be improved, so that is what trading companies are doing by releasing new innovations. The company makes good use of various social media platforms. \u0000Pandemi Covid-19 berdampak pada bisnis konvensional sehingga memunculkan minat masyarakat memulai bisnis trading. Trading merupakan salah satu bisnis pilihan untuk memutar uang dengan proses yang jangka panjang maupun pendek. Seiring berjalannya waktu, bisnis trading mengalami penurunan dikarenakan banyaknya penipuan terhadap masyarakat sehingga muncul citra yang negatif. Masyarakat berhati-hati dalam melakukan bisnis trading. Penelitian ini ingin mengetahui strategi komunikasi pemasaran perusahaan trading dalam membangun kepercayaan masyarakat. Penelitian ini menemukan bahwa  krisis yang menjadi permasalahan dalam dunia pasar modal Indonesia disebabkan karena kelalaian masyarakat dalam memahami market trading. Edukasi pasar modal perlu ditingkatkan sehingga hal itulah yang dilakukan oleh perusahaan trading dengan mengeluarkan inovasi baru. Perusahaan memanfaatkan berbagai platform media sosial dengan baik.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"227 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140233580","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Hubungan Konten Marketing Instagram Reels @Ocistok dengan Minat Beli Konsumen","authors":"Reynard Jeremy Ali, M. G. Yoedtadi","doi":"10.24912/ki.v3i1.29415","DOIUrl":"https://doi.org/10.24912/ki.v3i1.29415","url":null,"abstract":"Content marketing is a marketing strategy where content is produced with the aim of providing information about the product being marketed to target consumers in a persuasive manner. To promote import services, Ocistok uses Instagram social media which is managed by the marketing team. This research wants to know the influence of Instagram Reels @Ocistok marketing content on consumer buying interest. Research shows that there is an influence of Instagram reels @Ocistok marketing content of 71.6% on consumer buying interest. Meanwhile, the remaining 28.4% is influenced by other factors \u0000Pemasaran konten adalah strategi pemasaran dimana konten diproduksi dengan tujuan memberikan informasi tentang produk yang dipasarkan kepada target konsumen secara persuasif. Untuk mempromosikan jasa impor, Ocistok menggunakan media sosial Instagram yang  dikelola oleh tim marketing. Penelitian ini ingin mengetahui pengaruh konten pemasaran Instagram Reels @Ocistok terhadap minat beli konsumen. Penelitian menunjukkan bahwa terdapat pengaruh konten marketing instagram reels @Ocistok sebesar 71,6% terhadap minat beli konsumen. Sementara 28,4% sisanya dipengaruhi faktor lain.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"68 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140233831","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Personal Branding Influencer @Angelillc melalui TikTok","authors":"Silvia Alverina Angelica, Riris Loisa","doi":"10.24912/ki.v3i1.29386","DOIUrl":"https://doi.org/10.24912/ki.v3i1.29386","url":null,"abstract":"This research was conducted using a descriptive qualitative approach. Researchers conducted in-depth interviews and observations of one of the beauty & fashion influencers in Indonesia, namely Angelillc as a research subject. Interviews were conducted via online and voice recording. The purpose of this study is that researchers can find out the process of forming personal branding that occurs at Angelillc through the social media TikTok so that the public knows the characteristics that exist in an Angelillc. The results of this study are to find out the process of forming Angelillc's personal branding which was accidentally formed by editing content and mix & match clothes from e-commerce whose prices are fairly cheap but of high quality. In addition, Angelillc always creates content that is relevant to the needs of the public and always communicates with its followers. So that Angelillc's personal branding is increasingly recognized. Angelillc can also provide cheap beauty product recommendations by directly providing direct reviews in the content via social media TikTok. \u0000TikTok adalah media sosial yang banyak digunakan influencer untuk melakukan personal branding. Tak hanyak itu, media ini pun digunakan untuk memasarkan produk serta dan juga sebagai medium komunikasi dengan pelanggan. Begitu juga dengan Angelillc satu beauty & fashion influencer di Indonesia. Penelitian ini dilakukan dengan menggunakan pendekatan kualitatif yang bersifat deskriptif. Tujuan dari penelitian ini adalah peneliti dapat mengetahui proses pembentukan personal branding yang terjadi pada Angelillc melalui media sosial TikTok sehingga publik mengetahui ke ciri khas an yang ada pada seorang Angelillc. Hasil dari penelitian ini adalah mengetahui proses pembentukan personal branding Angelillc yang secara tidak sengaja terbentuk dengan melakukan editing konten dan mix & match baju dari e-commerce yang harganya terbilang sangat murah tetapi berkualitas. Selain itu Angelillc selalu membuat konten yang relevan dengan kebutuhan publik dan selalu berkomunikasi dengan pengikutnya. Sehingga personal branding Angelillc semakin dikenal. Angelillc juga dapat memberikan rekomendasi produk kecantikan yang murah dengan langsung memberikan review langsung di dalam konten melalui media sosial TikTok.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"17 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140234394","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Strategi Komunikasi Pemasaran dalam Meningkatkan Brand Awareness Pembeli di Perusahaan Retail","authors":"Sharen Aurellia, R. Oktavianti","doi":"10.24912/ki.v3i1.29418","DOIUrl":"https://doi.org/10.24912/ki.v3i1.29418","url":null,"abstract":"Competition causes more and more companies to look for ways to gain market share. Companies must continue to innovate and develop themselves and understand what consumers want in order to survive in the business world. The clothing industry is one of them. Getting and keeping customers is very important for the continuity of a business. This research was conducted to find out how the marketing communication strategy of the retail company PT Landmark Retail Trading is increasing buyer brand awareness. The results of interviews, as a data collection method, show several marketing communication strategies to increase buyer brand awareness. The company focuses on promotions in the form of affordable prices, providing more knowledge, collaborating with well-known media and conducting various activities to attract visitors to the physical store. \u0000Kompetisi menyebabkan semakin banyak perusahaan mencari cara agar dapat meraih pangsa pasar. Perusahaan harus harus terus berinovasi dan mengembangkan diri serta memahami apa yang diinginkan oleh konsumen agar bisa bertahan di dalam dunia bisnis. Industri pakaian salahsatunya. Mendapatkan dan mempertahankan pelanggan  sangat penting untuk kelanjutan sebuah bisnis. Penelitian ini dilakukan untuk mengetahui bagaimana strategi komunikasi pemasaran perusahaan retail di PT. Landmark Retail Trading dalam meningkatkan brand awareness pembeli. Dari hasil wawancara, sebagai metode pengumpulan data, menunjukkan terdapat beberapa strategi komunikasi pemasaran untuk meningkatkan brand awareness pembeli. Perusahaan fokus pada promosi berupa harga yang terjangkau, memberikan pengetahuan lebih, bekerja sama dengan media ternama dan melakukan berbagai aktivitas yang dapat membuat pengunjung tertarik untuk datang ke toko fisik.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"40 8","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140234406","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Studi Komunikasi Antarpribadi Pelatih dengan Kapten Bola","authors":"Eric Eric, Suzy Azeharie","doi":"10.24912/ki.v2i3.25876","DOIUrl":"https://doi.org/10.24912/ki.v2i3.25876","url":null,"abstract":"Communication must be done by humans, especially in this case is interpersonal communication that occurs between individuals. Likewise in the game of futsal communication will still occur, both between the players and between the coach and the captain. This research was conducted to examine interpersonal communication that occurs between captains and coaches in the My Team Team. Therefore, in this study, the informants involved were Vicky Venley (captain) and Andy Irawan (coach), this study also involved expert informants who had competence in the field of futsal as observers. This research uses descriptive research with a qualitative approach. The results obtained in this study are intense interpersonal communication between the captain and the coach. Interpersonal communication will also have a significant impact on the overall development of the team. Therefore it can be concluded that the interpersonal communication that occurs between the captain and also the coach has a very significant impact on the development of Team My Team.
 
 
 Komunikasi pasti dilakukan oleh manusia, terutama komunikasi antarpribadi yang terjadi antarindividu. Demikian juga di dalam permainan futsal komunikasi akan tetap terjadi, baik antara pemain maupun antara pelatih dengan kapten. Penelitian ini dilakukan untuk meneliti komunikasi antarpribadi yang terjadi di antara kapten dan pelatih di dalam Tim My Team. Peneliti menggunakan metode penelitian dengan pendekatan kualitatif. Sedangkan metode yang digunaka adalah penelitian deskriptif. Penelitian deskriptif adalah penelitian yang menginterpretasikan suatu peristiwa secara utuh disertai dengan hubungan dan latar belakang sosialnya dalam rangka menyajikan gambaran secara lengkap dan menyeluruh penelitian ini juga turut melibatkan narasumber ahli yang memiliki kompetensi di dalam bidang futsal sebagai pengamat. Adapun hasil yang diperoleh di dalam penelitian ini adalah komunikasi antarpribadi terjadi secara intens antara kapten dan pelatih terjadi cukup intens. Komunikasi antarpribadi juga akan memiliki dampak yang signifikan pada perkembangan tim secara keseluruhan. Oleh karena itu dapat disimpulkan bahwa komunikasi antarpribadi yang terjadi di antara kapten dan juga pelatih memiliki dampak yang sangat signifikan pada perkembangan Tim My Team.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135782826","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Strategi Brand Activation pada Brand Minuman Kekinian","authors":"Helena Aurora, Sisca Aulia","doi":"10.24912/ki.v2i3.25897","DOIUrl":"https://doi.org/10.24912/ki.v2i3.25897","url":null,"abstract":"
 
 
 Technology is of course growing rapidly and many companies are competing to use the best strategy for their products so that they have their own uniqueness. This is done so that a brand can easily attract consumers and potential customers. Companies are required to innovate and think creatively so that their products can be easily identified by target consumers. In this study, researchers discussed the pre-launching event Hive It Up by Life of ShuShu in collaboration with influencers, namely Honey Kwok. Through this event, it is necessary to analyze how brand activation is applied in Life of ShuShu. This research is a qualitative descriptive study using the case study method. The data in this study were obtained through observation, documentation, and literature study as well as interviews with informants, namely the marketing team from Life of ShuShu and interviews with invitations to the Hive It Up pre-launching event. The theory used in this research is marketing communications, events, brands, and brand activation. The results of the author's research are to find a strategy from the Life of ShuShu brand that has implemented a brand activation strategy by carrying out forms of brand activation itself so as to achieve the goals desired by Life of ShuShu by collaborating with influencers, namely Honey Kwok because they have similar brand values, and meet market segmentation from Life of ShuShu.
 
 
 
 
 Teknologi tentunya semakin berkembang pesat dan banyak perusahaan berlomba-lomba menggunakan strategi terbaik terhadap produknya agar memiliki keunikan tersendiri. Hal ini dilakukan agar suatu brand dapat dengan mudah menarik konsumen maupun calon konsumen. Perusahaan dituntut untuk harus menciptakan inovasi dan berpikir kreatif agar dapat dengan mudah produknya diidentifikasi oleh target konsumen. Peneliti membahas mengenai event pre-launching Hive It Up oleh Life of ShuShu berkolaborasi dengan influencer yaitu Honey Kwok. Melalui event ini perlu dianalisa bagaimana pengaplikasian brand activation pada Life of ShuShu. Penelitian ini merupakan penelitian kualitatif deskriptif menggunakan metode studi kasus. Data pada penelitian ini diperoleh melalui observasi, dokumentasi, dan studi kepustakaan serta wawancara dengan informan yaitu tim marketing dari Life of ShuShu dan wawancara dengan tamu undangan event pre-launching Hive It Up. Teori yang digunakan dalam penelitian ini adalah komunikasi pemasaran, event, brand, dan brand activation. Hasil penelitian penulis yaitu menemukan strategi dari brand Life of ShuShu sudah menerapkan strategi brand activation dengan menjalankan bentuk-bentuk brand activation sendiri sehingga mencapai tujuan yang diinginkan oleh Life Of ShuShu dengan berkolaborasi bersama influencer yaitu Honey Kwok karena memiliki kesamaann brand value, dan memenuhi segmentasi pasar dari Life Of ShuShu.
 
 
 
 
 
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{"title":"Komunikasi Pemasaran Nike dalam Membangun Brand Image","authors":"Calorine Chang, Gregorius Genep Sukendro","doi":"10.24912/ki.v2i3.25871","DOIUrl":"https://doi.org/10.24912/ki.v2i3.25871","url":null,"abstract":"Business competition in this modern era encourages every company to be able to create new innovations that are creative and innovative. This race in creating innovation also occurs in companies engaged in the field of shoes. Among the fierce competition from existing shoe brands, Nike is still one of the shoe brands that people are most interested in. By having a good image from a long time ago, Nike is still able to take public interest in their shoes. Therefore, the author wants to examine how Nike builds and maintains brand image by conducting marketing communications. Brand image is the observation and belief held by consumers, as reflected in associations or in consumer memories. The theory used in this research is marketing communication and mass communication. The research method uses qualitative methods. After conducting research, the Nike company builds and maintains a brand image through their employees. The conclusion that can be drawn after this research is that Nike company can become one of the best companies in the field of selling sports products thanks to innovation, findings, ideas, technology, stability and the company's will to always develop, as well as the goals they always want to achieve. achieved and fruitful thanks to the persistence of the company. Nike's marketing is also creative and innovative, unlike other Nike competitor companies. Therefore, every new product launched by the Nike company is always in demand by many people and becomes a topic of conversation.
 
 Persaingan bisnis di era modern ini mendorong setiap perusahaan agar dapat menciptakan inovasi baru yang kreatif dan inovatif. Perlombaan dalam menciptakan inovasi ini terjadi juga dalam perusahaan yang bergerak di bidang sepatu. Diantara persaingan ketat brand-brand sepatu yang ada, Nike masih menjadi salah satu brand sepatu yang paling diminati oleh masyarakat. Dengan memiliki citra yang baik dari sejak lama, Nike masih dapat mengambil minat publik terhadap sepatu mereka. Oleh karena itu, penulis berkeinginan untuk meneliti bagaimana cara Nike dalam membangun dan menjaga brand image dengan melakukan komunikasi pemasaran. Brand Image merupakan pengamatan serta keyakinan yang digenggam konsumen, seperti yang dicerminkan di asosiasi ataupun di ingatan konsumen. Teori yang digunakan dalam penelitian ini adalah komunikasi pemasaran dan komunikasi massa. Metode penelitian menggunakan metode kualitatif. Setelah melakukan penelitian, perusahaan Nike membangun dan menjaga brand image melalui karyawan mereka. Dengan di lakukannya penelitian ini, kesimpulan yang dapat diambil adalah perusahaan Nike dapat menjadi salah satu perusahaan terbaik dalam bidang penjualan produk olahraga adalah berkat inovasi, temuan, ide-ide, teknologi, kestabilan dan kemauan perusahaan untuk selalu berkembang, serta tujuan-tujuan yang ingin mereka capai selalu tercapai dan membuahkan hasil berkat kegigihan perusahaan. Pemasaran yang dilakukan Nike pun kreatif dan inovatif, tidak","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"87 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135782652","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Analisis Bauran Komunikasi Pemasaran Sariayu Martha Tilaar Saat Pandemi Covid-19","authors":"Safira Salsabila Atsari, Diana Anggraeni","doi":"10.24912/ki.v2i3.25952","DOIUrl":"https://doi.org/10.24912/ki.v2i3.25952","url":null,"abstract":"The pandemic has impacted the economic sector, leading to several companies in the beauty industry being affected by its consequences. They have experienced a substantial decline in sales, particularly Sariayu Martha Tilaar. Companies need to devise strategies to endure the uncertain circumstances in order to ensure their continued operation. One approach to sustain their business is to develop effective marketing communication plans. Hence, this study was conducted to explore how Sariayu Martha Tilaar implements its marketing communication mix to preserve its sales during the pandemic. This research follows a post-positivist paradigm with a qualitative descriptive approach. The findings reveal that Sariayu Martha Tilaar employs all eight elements of the marketing communication mix; however, only six of them are deemed to have a significant impact on its sales during the pandemic: sales promotion, direct marketing, personal selling, interactive marketing, event and experiential marketing, and advertising. Pandemi telah berdampak pada sektor ekonomi, menyebabkan beberapa perusahaan di industri kecantikan terkena dampaknya. Mereka mengalami penurunan penjualan yang cukup signifikan, khususnya Sariayu Martha Tilaar. Perusahaan perlu menyusun strategi untuk bertahan dalam keadaan yang tidak pasti untuk memastikan kelangsungan operasi mereka. Salah satu pendekatan untuk mempertahankan bisnis mereka adalah mengembangkan rencana komunikasi pemasaran yang efektif. Oleh karena itu, penelitian ini dilakukan untuk mengeksplorasi bagaimana Sariayu Martha Tilaar menerapkan bauran komunikasi pemasarannya untuk mempertahankan penjualannya di masa pandemi. Penelitian ini mengikuti paradigma post-positivis dengan pendekatan deskriptif kualitatif. Temuan menunjukkan bahwa Sariayu Martha Tilaar menerapkan delapan elemen bauran komunikasi pemasaran; namun, hanya enam di antaranya yang dianggap berdampak signifikan terhadap penjualannya selama pandemi: promosi penjualan, pemasaran langsung, penjualan pribadi, pemasaran interaktif, pemasaran acara dan pengalaman, serta periklanan.","PeriodicalId":485943,"journal":{"name":"Kiwari","volume":"86 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135782818","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}