<![CDATA[During the Covid-19 many sectors were affected, one of which was the futsal field business sector in Kendal Regency. There are 11 futsal field business places with 6 futsal field business places that are still running and 5 futsal field business places which were closed due to the Covid-19 pandemic, result, the futsal field business in Kendal Regency had to change its marketing strategy during the Covid-19 pandemic. The purpose of this study is to find out how the Futsal Field Marketing Strategy Analysis During the Covid-19 Pandemic in Kendal Regency in 2021 using a 7p mix (Product, Price, Promotion, Place, People, Process and Physical Evidence) and SWOT analysis. is to use a qualitative descriptive approach with research subjects 6 futsal fields in Kendal Regency which are still operating. Data collection techniques using observation, documentation and interviews. The data validity technique used triangulation to compare the results of data collection and data analysis techniques using data reduction and data presentation to draw conclusions. The results of research conducted at 6 futsal field business places in Kendal Regency which are still active show that the strength of the futsal field business has the quality of the field floor. which are good, have good physical support facilities and apply health protocols, the lack of prokes makes visitors less comfortable in their activities, the opportunities (opportunities) that futsal is increasingly interested in because it can increase immunity in a pandemic mass, threats (threats) with the existence of The pandemic made the futsal field business in Kendal Regency go out of business. Conclusions and suggestions, the futsal field in Kendal Regency lacks promotion during the pandemic, so the futsal field will not get visitors and will have an impact on decreasing revenue n impacted the closing of the futsal field business in Kendal Regency. Suggestions, marketing strategies should always keep up with the times, by developing social media it will allow more enthusiasts and during a pandemic to know health protocols]]>
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