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Abstrak Pada masa pandemi, pemerintah mengeluarkan kebijakan-kebijakan seperti pembatasan bersekala besar (PSBB), bekerja dari rumah, dan belajar daring. Kebijakan tersebut mengakibatkan meningkatnya kebutuhan internet (kuota) di masyarakat. Sehingga hal tersebut menimbulkan persaingan usaha telekomunikasi di Indonesia. Meski demikian, PT. Smartfren Telecom Tbk (Smartfren) mampu bertumbuh dan secara konsisten meningkat pada masa pandemi di tahun 2020. Penelitian ini bertujuan untuk mengetahui strategi bauran promosi Smartfren sebagai media komunikasi kepada konsumen saat masa pandemi. Penelitian ini menggunakan metode kualitatif untuk mengkaji kedalaman topik penelitian. Data didapat melalui observasi, buku, jurnal ilmiah, dan mewawancara informan. Kriteria informannya yaitu pengguna baru kartu perdana Smartfen pada masa pandemi di kota Denpasar. Hasil penelitian menemukan bahwa PT. Smartfren Telecom Tbk (Smartfren) telah menjalankan semua strategi promosi berdasarkan pada bauran promosi sebagai media komunikasi kepada masyarakat. Lebih lanjut, penelitian ini memaparkan srategi promosi yang dominan diimplementasikan oleh Smartfren, sehingga dapat berkembang di masa pandemi. Berdasarkan hasil penelitian menemukan bahwa pemasaran langsung dan digital merupakan bauran promosi yang paling mampu menarik minat calon konsumen untuk melakukan pembelian kartu perdana Smartfren yang juga sebagai media komunikasi pemasaran kepada konsumen.Abstract During the pandemic, the government issued policies such as large-scale restrictions (PSBB), working from home, and online learning. This policy has resulted in an increase in the need for internet/quota in the community. So that this causes competition for telecommunications businesses in Indonesia. However, PT. Smartfren Telecom Tbk (Smartfren) was able to grow and consistently increase during the pandemic in 2020. This researchaims to find out smartfren's promotional mix strategy as a medium of communication to consumers during a pandemic. This research uses qualitative methods to examine the depth of the research topic. Data is obtained through observation, books, scientific journals, and interviewing informants. The criteria for informants are new users of Smartfen starter packs during the pandemic in the city of Denpasar. The results of the study found that PT. PT. Smartfren Telecom Tbk (Smartfren) has carried out all promotional strategies based on the promotion mix as a medium of communication to the public. Furthermore, this study explainsthe dominant promotion strategy implemented by Smartfren, sothat it can develop during a pandemic. Based on the results of the study, it was found that direct and digital marketing is the most attractive promotional mix that is able to attract potential consumers to purchase Smartfren starter packs which are also a medium of marketing communication to consumers.
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