Analisis Strategi Komunikasi Pemasaran Berbasis Media Sosial Lini Bisnis Ternakmart Pada Startup Ternaknesia Di Masa Pandemi Covid-19

Analysis of Social Media-Based Marketing Communication Strategy Ternakmart's Business Lines at Ternaknesia Startups During the Covid-19 Pandemic

The Covid-19 pandemic has forced startups to rethink how to maintain the company's wheels, what is the future of their brand, how to overcome problems during the pandemic and increase sales. From the pandemic, digital marketing communications or social media-based marketing can be an alternative solution in dealing with difficult times. The purpose of this study was to determine the marketing communication strategy based on social media, Ternakmart's business line at Ternaknesia startup in the face of the Covid-19 pandemic and to find out the results of the analysis of marketing communications through social media using the 7C Framework analysis model, namely Context (Context), Content ( Contents), Community (Community), Customization (Customization), Communication (Communication), Connection (Connection), Trading (Trade). 7C Analysis Framework is a framework that is used as a guide for designing customer interfaces (customer interfaces) in the online marketing process. This type of research is a case study research, using a qualitative approach with a constructivism paradigm to obtain in-depth results. The results show that the 7C Framework model, in conducting social media-based marketing communications on the Website, Facebook, and Instagram, the Ternakmart business line has the potential to be used as a promotional media, because it includes 7 elements of the Framework, namely context, content, community, customization, communication, connection and commerce as an effort to deal with the Covid-19 pandemic in the form of promotion through social media.

 Keywords : Covid-19 Pandemic, marketing communications, social media marketing, startup