Integrated Marketing Communication Strategy in the Post-Pandemic Era Through Instagram Social Media on the @pathis_chocolade Account

Strategi Komunikasi Pemasaran Terpadu Pasca Pandemi melalui Media Sosial Instagram pada Akun @pathis_chocolade

Abstract

The food business world continues to grow rapidly, supported by digital media that enables effective marketing strategies. This study aims to analyze the marketing communication strategy of Pathis Chocolade through Instagram. The descriptive qualitative research method was used with the subject of the research being the Pathis Chocolade Instagram account. Data were collected through observation, interviews, and references to journals, books, and articles. The results of the study show that Pathis Chocolade uses Integrated Marketing Communication strategies such as Advertising, Personal Selling, Sales Promotion, Public Relations, Sponsorship, Experiential Marketing, Social Media Marketing, Brands, Green Marketing, Electronic Marketing, and Word of Mouth Marketing. The most frequently used strategies are Sales Promotion and Sponsorship because they get a lot of audience attention. However, there are strategies that have not been implemented such as Direct Marketing and Relationship Marketing.