Strategi Komunikasi Pemasaran PT. Citra Warna Jaya Abadi Cabang Tamalanrea Makassar Pada Masa Pandemi Covid-19

Penelitian ini dilatarbelakangi fenomena pandemi covid-19. Dengan adanya pandemi covid-19 ini ada konsekuensi dari himbauan penutupan pusat perbelanjaan dan social distance sehingga berkurangnya jumlah toko atau outlet yang dibuka, jam buka took/outlet serta jumlah konsumen yang berkunjung. Hal ini berdampak pada tiga sisi, yaitu pertama bagi pelaku usaha perdagangan (termasuk usaha mikro dan kecil), kedua, konsumen, dan ketiga pemilik property seperti pemilik pertokoan/mall/plaza. Penelitian ini dilakukan di lokasi PT. Citra Warna Jaya Abadi cabang tamalanreaMakassar yang beralamat di Jalan Perintis Kemerdekaan No. 29A KM.9, Tamalanrea, Makassar, Sulawesi Selatan dalam rangka untuk mengetahui strategi komunikasi pemasaran pada masa pandemi covid-19. Jenis penelitian ini deskriptif kualitatif. Penelitian ini didukung dengan teknik pengumpulan data melalui teknik wawancara dan observasi langsung kepada subjek penelitian serta dokumentasi. Penelitian ini di bedah dari teori Windu Mahmud dan Wakhid Basori. Hasil penelitian ini menunjukkan bahwa strategi komunikasi pemasaran yang dijalankan oleh PT. Citra Warna Jaya Abadi cabang Tamalnrea Makassar pada masa pandemi covid-19 yakni menggunakan media cetak, media online, serta memberikan pelayanan prima yang berbeda dengan kompetitor lain kepada konsumen. Kata kunci: strategi, komunikasi, pemasaran, pandemi, covid-19. This research was motivated by the phenomenon of the COVID-19 pandemic. With the Covid-19 pandemic, there are consequences of the call for closing shopping centers and social distancing so that the number of shops or outlets opened, shop/outlet opening hours and the number of consumers visiting is reduced. This has an impact on three sides, namely firstly for trading business actors (including micro and small businesses), secondly, consumers, and thirdly property owners such as shop/mall/plaza owners. This research was conducted at the location of PT. Citra Warna Jaya Abadi Makassar tamalanrea branch which is located at Jalan Perintis Kemerdekaan No. 29A KM.9, Tamalanrea, Makassar, South Sulawesi in order to find out the marketing communication strategy during the covid-19 pandemic. This type of research is descriptive qualitative. This research is supported by data collection techniques through interview techniques and direct observation to research subjects and documentation. This research is based on the theory of Windu Mahmud and Wakhid Basori. The results of this study indicate that the marketing communication strategy implemented by PT. Citra Warna Jaya Abadi, the Tamalnrea Makassar branch during the COVID-19 pandemic, used print media, online media, and provided excellent service that was different from other competitors to consumers.