IMPLEMENTATION OF THE INTEGRATED MARKETING COMMUNICATION STRATEGY OF COFFEE SHEETS IN THE PANDEMIC COVID-19

Pandemi Covid-19 yang merebak sejak awal 2020 menyebabkan pemerintah kota Surabaya memberlakukan pembatasan interaksi sosial. Kebijakan pemerintah tersebut tentunya berdampak pada bisnis gerai kopi. Penurunan omset penjualan selama pembatasan sosial membuat gerai kopi harus bertahan dan bagaimana meningkatkan penjualan. Penerapan strategi komunikasi pemasaran terpadu (IMC) untuk menarik minat konsumen di masa pandemi Covid-19. Tujuan penelitian ini untuk mengetahui implementasi strategi komunikasi pemasaran terpadu (IMC) Kedai Kopi Pitulikur dan Coffee Shop Moeng Kopi dalam menarik minat konsumen di masa pandemi Covid-19. Teori yang digunakan Integrated Marketing Communication (IMC), komunikasi pemasaran, strategi komunikasi. Penelitian ini menggunakan jenis penelitian deskriptif kualitatif, teknik pengumpulan data melalui observasi dan wawancara owner, barista dan konsumen. Hasil penelitian menunjukkan bahwa Kedai Kopi Pitulikur dan Coffee Shop Moeng Kopi dalam menerapkan IMC bahwa masing – masing memiliki potensi dan tantangan di masa pandemi sehingga terdapat sebuah upaya dari beberapa kegiatan untuk menarik minat konsumen. Dalam aktivitas publisitas Pitulikur dan Moeng Kopi memaksimalkan Instagram untuk memberi pesan komunikasi sebagai bentuk citra perusahaan, insteraksi serta sosialisasi mengenai protokol kesehatan. Dari ciri khas Pitulikur dan Moeng Kopi memiliki cara yang berbeda dalam menerapkan IMC sesuai segmentasinya.

The Covid-19 pandemic that broke out since early 2020 caused the Surabaya city government to impose restrictions on social interaction. This government policy certainly has an impact on the coffee shop business. Decrease in sales turnover during social restrictions makes coffee shops have to survive and how to increase sales. Application of an integrated marketing communication (IMC) strategy to attract consumer interest during the Covid-19 pandemic. The purpose of this study was to determine the implementation of the integrated marketing communication strategy (IMC) of the Pitulikur Coffee Shop and Moeng Kopi Coffee Shop in attracting consumer interest during the Covid-19 pandemic. The theory used is Integrated Marketing Communication (IMC), marketing communication, communication strategy. This research uses descriptive qualitative research, data collection techniques through observation and interviews of owners, baristas and consumers. The results showed that the Pitulikur Coffee Shop and Moeng Kopi Coffee Shop in implementing IMC had potentials and challenges during the pandemic so that there was an effort from several activities to attract consumer interest. in publicity activities Pitulikur and Moeng Kopi maximized Instagram to provide communication messages as a form of corporate image, interaction and socialization of health protocols. From the characteristics of Pitulikur and Moeng Kopi, they have different ways of implementing IMC according to their segmentation.