MARKETING COMMUNICATION STRATEGY ANALYSIS IN GOJEK WHILE PPKM (PEMBERLAKUAN PEMBATASAN KEGIATAN MASYARAKAT) DURING COVID-19 PANDEMIC IN INDONESIA

Abstract

The government's new policy in overcoming the current COVID-19 pandemic to implement PPKM (Pemberlakuan Pembatasan Kegiatan Masyarakat), has an impact on social activities, especially for the user and the drivers of Gojek. This condition leads in the mid of maketing communication strategy in order to deal with this pandemic. As one of the pioneers of startups in Indonesia with statistical data for 2020 with a total of  29.2 million users spread throughout Indonesia, it requires a special strategy for the social media and platform with one million instagram followers,and youtube subcribers Gojek Indonesia amount 243K subscribers and how it can make satisfy for the users, especially in this difficult PPKM situation right even in the face of this situation. This research uses qualitative research methods. The purpose of this study is to describe the marketing communication strategy that implement by Gojek, through  a tools of marketing communication strategy on advertising, direct marketing, internet marketing, sales promotion and public relations. In this study, PPKM strategy that is implemented by the government can be responded by the Gojek in implementing innovations in services for its users. The conclusion of this study is that the marketing communication strategy  run effectively and work well in influensing its target consumers. The results in this study found the role and implementation of the tools of marketing communication strategy in the GOJEK services  by  analysis to its users including the messages for that tools to make the strategy can run effectively and work well in influencing target consumers with persuasive theory even during the PPKM or (Enforcement of Restrictions on Community Activities).