STRATEGI KOMUNIKASI PEMASARAN AEON MALL BSD CITY DALAM MENINGKATKAN JUMLAH PENGUNJUNG DI MASA PANDEMI COVID-19
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Institusion
Universitas Pembangunan Nasional Veteran Jakarta
Author
Hala Amira Sadiah, .
Subject
H Social Sciences (General)
Datestamp
2021-10-04 07:31:14
Abstract :
The COVID-19 pandemic has caused shopping centers to suffer losses estimated at 6 trillion. One of the shopping centers that suffered losses was AEON Mall BSD City, a mall from Japan which also experienced a decrease in traffic (number of visitors). So AEON Mall BSD City is trying to increase traffic through a marketing communication strategy. This study aims to determine the marketing communication strategy carried out by AEON Mall BSD City in increasing the number of visitors during the COVID-19 pandemic. This study uses a qualitative approach with descriptive research and case study methods. This research was analyzed by using the STOP-SIT analysis model. The marketing communication strategy carried out by AEON Mall BSD City to increase the number of visitors through 6 marketing communication tools, namely: advertising, public relations, sales promotion, direct marketing, sponsorship, and personal selling
The COVID-19 pandemic has caused shopping centers to suffer losses estimated at 6 trillion. One of the shopping centers that suffered losses was AEON Mall BSD City, a mall from Japan which also experienced a decrease in traffic (number of visitors). So AEON Mall BSD City is trying to increase traffic through a marketing communication strategy. This study aims to determine the marketing communication strategy carried out by AEON Mall BSD City in increasing the number of visitors during the COVID-19 pandemic. This study uses a qualitative approach with descriptive research and case study methods. This research was analyzed by using the STOP-SIT analysis model. The marketing communication strategy carried out by AEON Mall BSD City to increase the number of visitors through 6 marketing communication tools, namely: advertising, public relations, sales promotion, direct marketing, sponsorship, and personal selling
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