KOMUNIKASI PEMASARAN TERPADU DALAM MENINGKATKAN STABILITAS BISNIS DI ERA PANDEMI COVID-19 (STUDI DESKRIPTIF KUALITATIF PADA UD. MANISAN SNACK YOGYAKARTA)

The covid-19 pandemic has caused a lot of chaos in various sectors, especially the economy. Many MSMEs (Micro, Small and Medium Enterprises) end up out of business due to a crisis affected by the pandemic. Under ideal conditions, a company can be said to be stable if it can continue to maintain the continuity of the company and face shock without being affected by external conditions. In this research, UD. Manisan Snack Yogyakarta is a company that produces and distributes independently, also experiencing the impact of the pandemic that causes a decrease in turnover that threatens the cessation of the company's continuity. However, business owners try to implement some marketing communication strategies that can ultimately improve the stability of their business and save the company from the crisis it faces. This research aims to find out how Integrated Marketing Communication (IMC) which is the theory of Kotler, Bowen, and Makens regarding the five elements of the promotional mix which is also called the marketing communication mix, namely Advertising, Sales Promotion, Personal Selling, Public Relations, and Direct Marketing, can act as a tool in the marketing strategy to improve the stability of their company's business. This research uses a qualitative approach with descriptive analysis type. The method used is interviews with several related sources, internal company documentation, and observations about the IMC run by the company. UD. Manisan Snack Yogyakarta managed to maintain its business and get through the crisis by implementing a marketing strategy. One of the tools applied in this strategy is Integrated Marketing Communication. The company's success in increasing its stability is provable by turnover returning to normal, returning of the ability to pay financial obligations and the increasing continuity of production and operations. In this research, researchers found that the advertising element in each company does not always have a medium. However, advertising activities in each company will be carried out in their own way