Detail Cantuman

Matahari Grand Mal Bekasi is one of the retail outlets in Indonesia. The purpose of this research
is to understand the marketing communication strategies employed by Matahari Grand Mal
Bekasi in marketing its products and to identify the marketing communication process at
Matahari Grand Mal Bekasi. This research uses a qualitative descriptive research method with
data collection through observation, interviews, and documentary study. The theory utilized in
this research is integrated marketing communication theory. The results of this research indicate
that integrated marketing communication instruments are the strategies employed by Matahari
Grand Mal Bekasi in marketing its products. These marketing communication instruments include
sales promotions, direct marketing, public relations & publicity, and interactive marketing. The
marketing communication process at Matahari Grand Mal Bekasi varies according to the
integrated marketing communication instruments used. The marketing communication strategies
implemented by Matahari Grand Mal Bekasi demonstrate its success in marketing its products
post-COVID-19 pandemic.