Strategi Komunikasi Pemasaran PT. Citra Warna Jaya Abadi Cabang Tamalanrea Makassar Pada Masa Pandemi Covid-19

This research was motivated by the phenomenon of the COVID-19 pandemic. With the Covid-19 pandemic, there are consequences of the call for closing shopping centers and social distancing so that the number of shops or outlets opened, shop/outlet opening hours and the number ofconsumers visiting is reduced. This has an impact on three sides, namely firstly for trading business actors (including micro and small businesses), secondly, consumers, and thirdly property owners such as shop/mall/plaza owners. This
research was conducted at the location of PT. Citra Warna Jaya Abadi Makassar tamalanrea branch which is located at Jalan Perintis Kemerdekaan No. 29A KM.9, Tamalanrea, Makassar, South Sulawesi in order to find out the marketing communication strategy during the covid-19 pandemic. This
type of research is descriptive qualitative. This research is supported by data collection techniques through interview techniques and direct observation to research subjects and documentation. This research is based on the theory of Windu Mahmud and Wakhid Basori. The results of this study indicate that the marketing communication strategy implemented by PT. Citra Warna Jaya Abadi, the Tamalnrea Makassar branch during the COVID-19 pandemic, used print media, online media, and provided excellent service that was different from other competitors to consumers.