Strategi Promosi PT. Tiga Serangkai Pustaka Mandiri Cabang Banjarsari Surakarta Pada Masa Pandemi COVID-19

This study aims to describe the promotion strategy of PT. Tiga Serangkai Pustaka Mandiri at the Banjarsari Surakarta Branch during the covid-19 pandemic and describe the supporting and inhibiting factors for the success of PT. Tiga Serangkai Pustaka Mandiri at the Banjarsari Surakarta Branch during the covid-19 pandemic. This type of research is qualitative with a phenomenological approach. Conducted at the office of PT. Tiga Serangkai Pustaka Mandiri Banjarsari Branch. Research resource persons are sales manager, two employees, and four consumers of PT. Tiga Serangkai Pustaka Mandiri Banjarsari Branch. Data collection methods used in this study were interviews, observation, and documentation. The validity of the data in this study used source triangulation and method triangulation. The data analysis technique uses 3 stages of interactive analysis, namely data reduction, data display, conclusion and verification. The results showed that the promotion strategy that is often applied includes two things, namely: sales promotion and personal selling. Sales promotions include: promotions are carried out online by providing discounts and vouchers to provide affordable prices for all groups. Personal selling includes: promotions are carried out without going through intermediaries using social media, offering best-seller products, and selecting purchase transactions through the marketplace provided by the company. PT. Tiga Serangkai Pustaka Mandiri Banjarsari Branch also has supporting factors including price, product quality, and social media, while inhibiting factors include budget and product planning