STRATEGI KOMUNIKASI PEMASARAN CINEMA XXI SELAMA PANDEMI COVID-19 UNTUK MENINGKATKAN JUMLAH PENONTON DI KOTA MALANG

The COVID-19 pandemic has impacted various business sectors in Indonesia. This has also impacted cinemas in Indonesia where cinemas in Indonesia had to close for a certain period of time due to strict health protocol policies. After some time, cinemas in Indonesia can operate again after a new policy from the Government where cinemas can operate again by paying attention to existing rules. This is also felt by Cinema XXI Transmart Malang. This study aims to determine the marketing communication strategy of Cinema XXI Transmart Malang and the challenges faced in implementing marketing communication strategies during the COVID-19 pandemic. This research method uses a qualitative descriptive method. Data collection techniques were obtained from interviews. The results of this study indicate that Cinema XXI Transmart Malang has implemented a marketing communication strategy through personal selling, sales promotion and advertising. The marketing communication strategy has been implemented according to the existing stages. However, Cinema XXI Transmart Malang still has shortcomings where the media for implementing marketing communication is not yet diverse.