Analysis of Marketing Communication Strategies in Increasing Sales Volume Of A.M Production House During the Covid-19 Outbreak

Abstract

This study aims to determine the marketing
communication strategy used by A.M Production House in
increasing sales volume during the Covid-19 outbreak. The
research used in this case is qualitative experimental
research, that is, research that does not use calculations or
is termed scientific research that emphasizes the natural
character of the data source. The sampling method used
was nonprobality sampling method, namely purposive
sampling. Samples are taken based on certain
predetermined criteria. The data collected in this study
consisted of primary data and secondary data. Primary
data were obtained by means of directional interviews
with A.M Production House owners and direct observation
in the form of unstructured observations. Secondary data
were obtained from previous journals and sales reports.
The results of this study A.M Production House has a
marketing communication strategy in increasing sales
volume and which has been adjusted to this pandemic. so
that sales can take place and experience an increase, and
this research indirectly complements the previous
research.