Strategi Komunikasi Pemasaran Terpadu Album “Melekat” Karya Soraya Ghyna pada Masa Pandemi Covid-19

Abstract

During the COVID-19 pandemic, many industries were affected, especially in the music industry. However, Soraya Ghyna, a musician from Surabaya, released her first album entitled "Clinging" to the COVID-19 pandemic. Soraya Ghyna and the team have prepared a marketing communication strategy to promote their first album. The purpose of this study was to determine the marketing communication strategy of Soraya Ghyna's album "Melat" in order to improve image and sales during the COVID-19 pandemic. This research was conducted using a qualitative approach with an exploratory descriptive form. Data were obtained using direct or indirect interviews, observation, and documentation. The results of this study are Soraya Ghyna stages a marketing communication strategy to market the album "Melat" which consists of audience analysis, message determination strategies, method use strategies, and method selection strategies where Soraya Ghyna emphasizes the use of online media because online media attract more fans than conventional media. In addition, Soraya Ghyna has implemented several forms of integrated marketing communications.