STRATEGI KOMUNIKASI PEMASARAN MARKETPLACE DALAM MENGUATKAN POSITIONING DI MASA PANDEMI COVID 19 (Studi pada marketplace Tokopedia)

This marketplace adopts various communication strategies that include the use of Instagram, Facebook, Twitter, TikTok, YouTube, IGTV, podcasts, mobile applications, websites, WhatsApp, Line, email marketing, influencer marketing, and digital advertising. This research aims to explain the important role of marketing communication in the strategy of strengthening positioning, on a leading e-commerce platform in Indonesia. This research uses a constructivist paradigm. The approach used in this research is qualitative. This research type is descriptive. Data collection techniques using interviews and documentation. The results of this study show the strategies used during the pandemic show an intensification of two-way interactions through social media to stay connected with consumers and maintain business success. They focus on relevant and creative content to strengthen positioning, by incorporating special offers, discounts, cashback, promotions on basic necessities, and live shopping events. Collaboration with influencers and utilization of user-generated content are also key strategies to strengthen consumer trust. With a commitment to social responsibility and a sustainable approach towards users and small and medium enterprises, they have not only survived the pandemic, but also strengthened the foundation for long-term growth in Indonesia's digital market.