<![CDATA[AbstractThe COVID-19 pandemic has certainly had an impact on all areas of industry, including the beauty industry. One of the marketing communication strategies implemented by Emina Cosmetics is with a brand ambassador named Emina Girl Gang Ambassador (EGGA). However, due to the Corona SARSCoV-2 virus or the Covid-19 pandemic that broke out in Indonesia, the implementation of Emina Girl Gang Ambassador underwent changes and adaptation due to new policies during the Covid-19 pandemic. This research aims to find out the marketing communication strategy through Emina Girl Gang Ambassador by Emina Cosmetics during the COVID-19 pandemic. This research uses a descriptive method with a qualitative approach. Data collection techniques were carried out through in-depth interviews and using the Miles and Huberman data analysis model. The theory used in this research is Integrated Marketing Communication and the Brand Ambassador function. The results of this research show that the marketing communications strategy through Emina Girl Gang Ambassador by Emina Cosmetics during the COVID-19 pandemic uses 5 multi-channel Integrated Marketing Communications in the form of advertising, personal selling, direct marketing, interactive marketing, and publicity & public relations. Even during the COVID-19 pandemic, consumers still use Emina Girl Gang Ambassador content as references and recommendations. The public continues to welcome and respond well to Emina Girl Gang Ambassador. Emina Girl Gang Ambassador is also considered to have a good and positive image. Keywords: Brand ambassadors; emina girl; marketing communications. AbstrakAdanya pandemi COVID-19 tentunya berdampak pada semua bidang industri, termasuk industri kecantikan. Salah satu strategi komunikasi pemasaran yang diterapkam Emina Cosmetics adalah dengan brand ambassador bernama Emina Girl Gang Ambassador (EGGA). Namun karena adanya virus Corona SARS-CoV-2 atau pandemi Covid-19 yang merebak di Indonesia menyebabkan pelaksanaan Emina Girl Gang Ambassador mengalami perubahan dan adaptasi karena adanya kebijakan baru di masa pandemi Covid-19. Penelitian ini bertujuan untuk menjelaskan bagaimana strategi komunikasi pemasaran melalui Emina Girl Gang Ambassador oleh Emina Cosmetics di masa pandemi COVID-19. Penelitian ini menggunakan metode deskriptif dengan pendekatan kualitatif. Teknik pengumpulan data yang dilakukan melalui wawancara mendalam dan menggunakan model analisis data Miles dan Huberman. Teori yang digunakan dalam penelitian ini adalah Integrated Marketing Communication dan fungsi Brand Ambassador. Hasil penelitian ini menunjukkan bahwa strategi komunikasi pemasaran melalui Emina Girl Gang Ambassador oleh Emina Cosmetics pada masa pandemi COVID-19 menggunakan 5 multi channel Integrated Marketing Communications berupa advertising, personal selling, direct marketing, interactive marketing, dan publicity & public relations. Meskipun berada di masa pandemi COVID-19, konsumen tetap menjadikan konten Emina Girl Gang Ambassador sebagai rujukan dan rekomendasi. Publik tetap menyambut dan merespons Emina Girl Gang Ambassador dengan baik. Emina Girl Gang Ambassador juga dinilai memiliki citra yang bagus dan positif.Kata-kata kunci: Brand ambassador; emina girl; komunikasi pemasaran.]]>
