TY - JOUR AU - Triwulandari, Eka Widi AU - Zuhri, Syaifuddin PY - 2022/03/24 Y2 - 2024/03/29 TI - MARKETING COMMUNICATION STRATEGIES : ONLINE RETAIL IN PANDEMIC COVID-19 (Qualitative Descriptive Study on Instagram Account @Mlijo.Online.Mjk JF - JOSAR (Journal of Students Academic Research) JA - josar VL - 7 IS - 1 SE - Articles DO - 10.35457/josar.v8i1.2131 UR - https://ejournal.unisbablitar.ac.id/index.php/josar/article/view/2131 SP - 136-151 AB - The purpose of this study is to find out how the marketing communication strategy is carried out by @mlijo.online.mjk on Instagram accounts in the midst of the COVID-19 Pandemic. This study uses a qualitative approach with a descriptive method which aims to describe or describe qualitatively the marketing communication strategy carried out by @mlijo.online.mjk on Instagram accounts in the era of the COVID-19 Pandemic.Based on the results of the analysis of the Marketing Communication Strategy on the @mlijo.online.mjk Instagram Account in the Middle of a Pandemic, it can be concluded: From the results of this study indicate that the marketing communication strategy carried out by @mlijo.online.mjk is effective by conducting a SWOT analysis, STP , and the 4P promotion mix (product, price, place, promotion) proved that the Instagram account @mlijo.online.mjk was able to use marketing communication strategies in the midst of a pandemic ER -