STRATEGI KOMUNIKASI PEMASARAN CV. HESEAKU TRAVELING YOGYAKARTA DI SAAT PANDEMI COVID-19

Abstract

Abstrak Penelitian ini bertujuan untuk: (1)Mengetahui strategi komunikasi pemasaran yang di terapkan oleh CV. Heseaku Traveling di Yogyakarta saat pandemi Covid-19, (2)Mengetahui dampak pemasaran CV. Heseaku Traveling Yogyakarta selama masa pandemi covid – 19.Penelitian ini merupakan penelitian deskriptif dengan pendekatan kualitatif. Subjek dalam penelitian ini yaitu Direktur, wakil direktur, staff bagian pemasaran CV Heseaku Traveling Yogyakarta. Teknik pengumpulan data menggunakan observasi, wawancara, dokumentasi.Teknik pemeriksaan keabsahan data menggunakan triangulasi sumber, teknik, dan waktu yang kemudian di analisis melalui tahapan reduksi data, peyajian data dan verifikasi. Hasil penelitian menunjukkan bahwa: Strategi yang dilakukan dengan mengalihkan promosi pemasarannya dari yang sebelumnya melakukan kunjungan di beberapa instansi, mengalihkan media promosinya melalui sosial media seperti facebook, Instagram, dan google dan menjelaskan secara detail kepada klien melalui aplikasi Zoom. Dampak pandemi covid-19 pada pemasaran CV Heseaku traveling yakni turun nya omset hingga mencapai. 80% dari masa sebelum pandemi covid-19Kata Kunci : Strategi Komunikasi, Komunikasi Pemasaran, CV Heseaku Traveling, Pandemi Covid-19. Abstract The aims of the study are : (1) to find out the strategy of marketing communication that is applied by CV Heseaku Traveling in Yogyakarta during the pandemic of covid-19, (2) to know the impact of marketing in CV Heseaku Traveling at Yogyakarta during the covid-19 pandemic. The study is a descriptive research by using quantitative approach. The subjects of this study are the directur, deputy directur, and marketing staff of CV Heseaku Traveling Yogyakarta. The data collection techniques use observation, interview, and documentation. The inspection techniques of data validity use source triangulation, technique, and time then analyzed by using three steps, that are data reduction, presentation, and verification. The result of the study shows that : the strategy that is applied by diverting its marketing promotions from previously visiting several agencies, diverting its promotional media through media social such as facebook, instagram, and google, and explain in detail to clients by using Zoom. The affect of covid-19 pandemic on marketing at CV Heseaku Traveling Yogyakarta is the turnover that has decreased to 80% from the period before the pandemic of covid-19.Key Words : Communication strategy, marketing communication, CV Heseaku Traveling, the covid-19 pandemic.