Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)

Marketing Communications During the 2020 Pandemic

Case Study of The Star Fit Grand Paragon

Authors
Griven Hans Gunawan, Wulan Purnama Sari
Corresponding Author
Wulan Purnama Sari
Available Online 8 August 2021.
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/).

Download article (PDF)

Volume Title
Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
8 August 2021
ISBN
978-94-6239-413-1
ISSN
2352-5398
DOI
10.2991/assehr.k.210805.108How to use a DOI?
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/).

Cite this article

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  -