Marketing Communications During the 2020 Pandemic

Case Study of The Star Fit Grand Paragon

DOI

10.2991/assehr.k.210805.108How to use a DOI?

Keywords

Marketing communication, fitness center, pandemic

Abstract

Health awareness makes individuals make it happen by exercising in the gym, but these efforts have the opposite effect of goals. In March 2020, Indonesia was hit by the Covid – 19 virus outbreak, which has been declared a pandemic. This is a problem for both the consumer and the business owner. As one of the fitness centers affected by the pandemic, Star Fit immediately took action using marketing communications. The purpose of this study is to see and describe the marketing communications carried out by Star Fit to convince consumers and potential consumers to exercise again at the fitness center during the pandemic. The method used in this research uses a qualitative approach and case study methods with data obtained through interviews, observation, and documentation. Personal selling during the pandemic is adapting by taking advantage of messaging and calling applications. Digital marketing is carried out through the use of the internet such as websites and social media. Sales promotion takes advantage of the internet in disseminating the promotion. The combination of the marketing communication mix chosen helped Star Fit faced the pandemic in 2020.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Griven Hans Gunawan
AU  - Wulan Purnama Sari
PY  - 2021
DA  - 2021/08/08
TI  - Marketing Communications During the 2020 Pandemic
BT  - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
PB  - Atlantis Press
SP  - 685
EP  - 690
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210805.108
DO  - 10.2991/assehr.k.210805.108
ID  - Gunawan2021
ER  -