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All Journal SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Relief: Journal of Craft Educraf Journal of Tourism Sciences, Technology and Industry
Siska Mitria Nova
Institut Seni Indonesia Padangpanjang
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Journal : Relief: Journal of Craft

 1 
STRATEGI KOMUNIKASI PEMASARAN SONGKET PANDAI SIKEK PADA PANDEMI COVID-19 Siska Mitria Nova; Mutia Kahanna; Wirda Hayani
Relief : Journal of Craft Vol 1, No 2 (2022): Relief: Journal of Craft
Publisher : Institut Seni Indonesia Padangpanjang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1204.47 KB) | DOI: 10.26887/relief.v2i1.2592

Abstract

ABSTRACT Songket Pandai Sikek is a songket that has been traded in the market. Pandai Sikek is one of the nagari in the Minangkabau which a famous because pandai sikek songket is producer in West Sumatra. The spread of the Covid-19 virus has a negative impact on various economic sectors. The spread of covid -19 has caused a decrease in market demand for the sikek songket. The COVID-19 outbreak requires changes in marketing communication strategies for business players can survive during of a pandemic. The selection of a marketing communication strategy is one of the efforts made so that the business activities of the songket pandai sikek can survive during the COVID-19 pandemic. The purpose of this study is to identify and determine the choice of an integrated marketing communication strategy that is in accordance with market needs during of the covid-19. The method used in this research is a qualitative method with a descriptive type of research. The results of the research, integrated marketing communication strategy used during the covid-19 pandemic used by the songket pandai sikek business players is interactive marketing.
Co-Authors Alipuddin Alipuddin Amrizal Amri Muchtar Chairul Haq Meria Eliza Mutia Kahanna Rahmad Washington Ranelis Ranelis Syahril Firiyansyah Wirda Hayani