Analysis of Marketing Communication Strategies in Increasing Sales Volume of Rini's Cake During the Covid-19 Pandemic

Abstract

The purpose of this study was to Analysis of Marketing
Communication Strategies in Increasing Sales Volume of
Rini's Cake During the Covid-19 Pandemic. The Covid-19
pandemic occurred in Indonesia and all over the world, of
course, it has an effect on daily activities carried out, from a
normal atmosphere to a new atmosphere or new normal
which of course requires all parties to adapt again in order to
survive. This happened in Rini's Cake's MSME business
marketing process, so a study was carried out aimed at
restructuring the marketing communication strategy and
looking for creative ideas to increase sales volume in the
midst of the Covid-19 pandemic. Thisresearch is a qualitative
exploratory research using purposive sampling method, the
data collected consists of primary data and secondary were
obtained from interviews, observations, reports sales and
journals before. The results of this study are that Rini's Cake
has a strategic design in increasing sales volume that has
been adjusted to the Covid-19 pandemic so that the sales
volume of Rini's Cake products can still go on and there is an
increase and this research indirectly complements the
previous research.