STRATEGI KOMUNIKASI PEMASARAN DALAM MEMPERTAHANKAN BISNIS DI MASA PANDEMI COVID-19 (STUDI DESKRIPTIF KUALITATIF PADA PENGELOLA EPIC COFFEE DI YOGYAKARTA)

During the Covid-19 pandemic, every cafe was threatened to continue to survive so as not to close. To avoid this, every cafe must have a special marketing strategy so that it can survive during the Covid-19 pandemic. Epic Coffee is a cafe located in Palagan, Yogyakarta, established in 2013 and has several marketing strategies to achieve the sales targets that have been set. The problem is that there are several cafes during the Covid-19 pandemic that are closed, but this Epic Coffee can still survive. This study aims to determine Epic Coffee's marketing communication strategy in maintaining business during the Covid-19 pandemic. The type of research used here is descriptive qualitative research method, using integrated marketing communication theory. From the results of research conducted by researchers regarding Epic Coffee's marketing communication strategy using five strategies, consisting of Advertising, Sales Promotion Public Relations and Publicity, Personal Selling, and Direct Marketing. By using these five methods, the most effective method for Epic Coffee is the direct marketing strategy. Because with the direct marketing of Epic Coffee, it is easier to persuade consumers to buy products from Epic Coffee. Because Epic Coffee during the Covid-19 pandemic is expecting more people who have bought Epic Coffee products compared to people who have never bought Epic Coffee products