The Role of Marketing Public Relations Strategy in Dealing with The Impact of PPKM

Authors

  • Okta Annisa Kusumawardhani Universitas Pembangunan Nasional Veteran Jawa Timur, Indonesia
  • Cindi Purnama Sari Universitas Pembangunan Nasional Veteran Jawa Timur, Indonesia
  • Morelynte Dovena Remeng Universitas Pembangunan Nasional Veteran Jawa Timur, Indonesia
  • Dyva Claretta Universitas Pembangunan Nasional Veteran Jawa Timur, Indonesia
  • Dian Hutami Rahmawati Universitas Pembangunan Nasional Veteran Jawa Timur, Indonesia

DOI:

https://doi.org/10.46961/mediasi.v3i1.487

Keywords:

Strategy, Marketing Public Relations, Three Ways Strategy,

Abstract

International Cultural Center (ICC) Pandaan is one of the resorts and tourist attractions located in Pandaan, East Java. As a resort and tourist attraction, ICC Pandaan has goals to be achieved and the value of benefits provided to its visitors. However, with the Covid-19 pandemic, ICC Pandaan experienced a decrease in the number of visitors, so ICC implemented a strategy to survive during this pandemic. This research is a qualitative descriptive study with data collection techniques conducted through interviews and observations. The result of this research is that ICC Pandaan applies the Three Ways Strategy concept which is carried out effectively by seeking to give messages to the audience by starting to dive into the digital realm, where there has been a rapid increase during the pandemic.


Author Biographies

Okta Annisa Kusumawardhani, Universitas Pembangunan Nasional Veteran Jawa Timur

Ilmu Komunikasi

Cindi Purnama Sari, Universitas Pembangunan Nasional Veteran Jawa Timur

Ilmu Komunikasi

Morelynte Dovena Remeng, Universitas Pembangunan Nasional Veteran Jawa Timur

Ilmu Komunikasi

Dyva Claretta, Universitas Pembangunan Nasional Veteran Jawa Timur

Ilmu Komunikasi

Dian Hutami Rahmawati, Universitas Pembangunan Nasional Veteran Jawa Timur

Ilmu Komunikasi

References

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Published

2022-03-25

How to Cite

Kusumawardhani, O. A., Sari, C. P., Remeng, M. D., Claretta, D., & Rahmawati, D. H. (2022). The Role of Marketing Public Relations Strategy in Dealing with The Impact of PPKM. MEDIASI Jurnal Kajian Dan Terapan Media, Bahasa, Komunikasi, 3(1), 91–103. https://doi.org/10.46961/mediasi.v3i1.487

Issue

Vol. 3 No. 1 (2022): January

Section

Artikel

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