<![CDATA[The COVID-19 pandemic disrupted trading and consumer communication at Rejomulyo Fish Market, Semarang. Restrictions, changing shopping habits, and digital channels challenged traders to retain customers and restore purchasing activity. This study analyzes the marketing communication strategies used by traders in responding to changes in consumerbehavior and purchasing power. An exploratory qualitative approach was used through in-depth semi-structured interviews with four informants: the traders’ association chairman and secretary and two fish traders. The analysis combines Kotler and Keller’s marketing communication concept, marketing management, advertising management, and Strategic Marketing Logic as an adaptive lens. Findings show that traders combine interpersonal communication, WhatsApp and other social media, price adjustments, discounts, product-quality messages, delivery services, and collective promotion through the traders’ association. WhatsApp is important for direct communication with existing customers, while Instagram and TikTok broaden product information. The association also supports coordination and collective action. Overall, marketing communication is adaptive and experience-based but remains partly unsystematic in segmentation, targeting, positioning, integrated promotion, and evaluation.]]>
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