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    Aditya Farhan
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    This document is an abstract for a study about the marketing communication strategy used by A&W Restaurant in Indonesia during the COVID-19 pandemic. The study used a qualitative descriptive approach including interviews and analysis of materials from books, journals, and field data collected during the pandemic. The research found that A&W Restaurant used communication strategies like redundancy, canalizing, being informative, persuasive, and educational to market their products. They also utilized social media and e-commerce to promote various products during the difficult times of the pandemic.

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    This document is an abstract for a study about the marketing communication strategy used by A&W Restaurant in Indonesia during the COVID-19 pandemic. The study used a qualitative descriptive approach including interviews and analysis of materials from books, journals, and field data collected during the pandemic. The research found that A&W Restaurant used communication strategies like redundancy, canalizing, being informative, persuasive, and educational to market their products. They also utilized social media and e-commerce to promote various products during the difficult times of the pandemic.

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    © All Rights Reserved
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    12 views1 page

    ABSTRACT Bahasa Inggris

    Uploaded by

    Aditya Farhan
    This document is an abstract for a study about the marketing communication strategy used by A&W Restaurant in Indonesia during the COVID-19 pandemic. The study used a qualitative descriptive approach including interviews and analysis of materials from books, journals, and field data collected during the pandemic. The research found that A&W Restaurant used communication strategies like redundancy, canalizing, being informative, persuasive, and educational to market their products. They also utilized social media and e-commerce to promote various products during the difficult times of the pandemic.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    ABSTRACT

    ADITYA FARHAN. 10819204

    A&W Restaurant Marketing Communication Strategy in


    Responding to the Impact of Covid-19.
    Keywords: Covid-19, Communication Strategy, System Theory

    (xi + 86 + Appendices)
    A&W Restaurant is one of the fast food businesses spread throughout
    Indonesia where during the COVID-19 pandemic it persisted. In this case, a
    communication strategy is needed because it can help market their products so
    that A&W Restaurant can survive when facing difficult times such as a
    pandemic. The purpose of this study was to determine the marketing
    communication strategy of A&W Restaurant in Responding to the Impact of
    Covid 19. The author's method of this research used a qualitative descriptive
    approach. By carrying out a joint study based on materials obtained through
    books, journals, and field data regarding conditions during the COVID-19
    pandemic, namely directly by complying with health protocols, conducting
    interviews with related parties. The theory used in this study is the System
    Theory. The result of this research is that there are elements of communication
    strategies used by A&W Restaurant to market their products such as
    Redundancy, Canalizing, Informative, Persuasive, and Educational techniques.
    In addition, A&W Restaurant also takes advantage of the existence of social
    media and E-commerce to serve as a medium for promoting various products.

    Bibiliography (1985-2020)

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