STRATEGI BERTAHAN CAFE MELALUI PENDEKATAN INTEGRATED MARKETING COMMUNICATION DI MASA PANDEMI COVID-19

Covid-19 Pandemic affects all sectors around the world, including economic sector especially in culinary bussines field. The impact of covid-19 is felt directly by bingsoo cafe, such as income has dropped and there no customer that comes due to government's policy which forces people stay at home. purpose this research describe defensive strategy cafe through approach integrated marketing communications (IMC), so it can continue defense adapt situation pandemic. method qualitative with observation technique deep interview. result indicates applies Integrated Marketing Communications (IMC) combining 9 out 12 elements promotion. Those are Advertising, Social Media And Website/Internet Marketing, Personal Selling, Public Relations, Sales Promotion, Point Of Sale Merchandising, Corporate Identity, Packaging, Word Mouth.