Dian Paramitha Octaviani Primary Author mixed material bibliography Jakarta LSPR 2022 id Indonesia

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The Covid-19 pandemic has impacted in almost all sectors around the world, including Indonesia. According to economic growth data, one of the most significantly affected sectors is the hospitality and property sector such as coworking spaces. GoWork is one of the coworking spaces in Indonesia that also felt the impact in the form of a decrease in occupancy due to not operating for 4 months. Therefore, GoWork must have a strategy, especially in digital marketing to survive in pandemic conditions. The purpose of this research is to describe the digital marketing strategy, evaluate the implementation of the digital marketing strategy, and provide recommendations for GoWork's digital marketing strategy during and after Covid-19. This research uses a descriptive qualitative approach with data collection using in-depth interviews and observation methods. This research also uses SWOT matrix, engagement rate, and digital marketing evaluation metrics to analyze digital marketing data. The results showed that in determining digital marketing strategy, GoWork monitored to understand market needs and trends by conducting A/B testing with relevant audience targeting to ensure that members who work at GoWork can continue to work with GoWork. The evaluation of implementing in Digital marketing through owned media is still less optimal, digital marketing through earned media, especially Instagram platform, has been quite good, meanwhile in paid media is still not optimal. thesis Taufan Teguh Akbari, Ph.D 2022 Marketing Communication Management Dian Paramitha Octaviani NONE Library LSPR Institute of Communication and Business Amani Library Management System S2.MCM.370.007.22 S200423SP Hanya Tersedia Softcopy. S2.MCM.370.007.22 sampul_skripsi.jpg.jpg 6934 2023-01-27 11:23:34 2023-01-27 13:01:12 machine generated