Legasy Marketing Communication in Increasing Sales Through Instagram during the Covid19 Pandemic in the City of Surabaya

Alfarisi, Moch (2022) Legasy Marketing Communication in Increasing Sales Through Instagram during the Covid19 Pandemic in the City of Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Marketing communication is a marketing activity that seeks to disseminate information, influence/persuade, and/or remind the target market of the company and its products to be willing to accept, buy, and be loyal to the products offered by the company, which was done during the COVID-19 pandemic in the City. Surabaya so that the brand still gets income. This research was conducted with a qualitative approach with a descriptive nature that describes a situation. The research location was conducted at Legasy in the city of Surabaya. Data collection techniques using observation, interviews, and documentation. Meanwhile, data analysis was carried out by reducing data, presenting data and then drawing conclusions. The results of this study indicate that in general the marketing communications used by Legasy in marketing their products through Instagram with the aim of increasing sales, namely advertising, personal selling and sales promotion. The obstacles faced by Legasy in carrying out its marketing on Instagram are the many competitors and changing patterns of human life, which during a pandemic humans limit themselves so as not to contract the corona virus or Covid-19. Keywords: marketing communication, instagram, Covid-19.

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