STRATEGI IMC MATAHARI DEPARTEMENT STORE MELALUI PROGRAM SHOP AND TALK SEBAGAI UPAYA MENINGKATKAN ENGAGEMENT DI MASA PANDEMI

Abstract

Integrated Marketing Communication is the planning, execution and control of messages from a company to create long-term relationships with consumers. This study aims to determine the activities and management of the Shop And Talk Program of PT Matahari Department Store Delta Plaza Surabaya in an effort to increase engagement during the pandemic and explain the Integrated Marketing Communication Program Shop And Talk of PT Matahari Department Store Delta Plaza Surabaya in an effort to strengthen engagement during the pandemic. The method used in this research is a qualitative method with a case study approach. Data collection methods used are interviews, observation and documentation. Data analysis uses data reduction, data presentation and draw conclusions. The result of this research is that the shop and talk program organized by Matahari Department Store uses several elements of IMC, namely sales promotion, publicity, direct selling, advertising and personal selling. In the sales promotion element, the activities are carried out by SPG of each brand by offering products to consumers and providing shop and talk program socialization in the middle of transactions, then the second publicity is used to disseminate information about discount programs and events held such as content in the form of posters, photos and videos. uploaded on the company's social media. Furthermore, direct selling is used to conduct transactions directly without going through intermediaries such as face to face with customers in the store, then advertising is carried out in the form of printing banners that will be installed in every corner of the store and also other strategic places so that customers can easily find out. Then the last personal selling is carried out by all staff through this program the customer will get the best service, every customer need or desire will be served personally and no need to wait anymore. Through the IMC activities carried out, it can increase customer engagement from the shop and talk program, which can be seen from the sales figures that continue to rise even during the current pandemic.