Nurhana, Marantika (2023) Implementasi Nilai-Nilai Islam dalam Komunikasi Pemasaran Terpadu Goodboy Barbershop melalui Instagram. Sahafa Journal of Islamic Communication (SJIC), 6 (1). pp. 115-126. ISSN ISSN 2622-3449 (Print) and ISSN 2622-4313 (Online)

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Abstract

The sudden outbreak of Covid-19 hit almost every country around the world. This resulted in the economic sector in almost every country being shaken, including Indonesia. Business owners are also feeling the impact caused by the Covid-19 outbreak, one of which is the barbershop business. One of the barbershops affected by the Covid-19 outbreak is “Goodboy Barbershop. Businesses in the service sector experienced a decrease in income during the Covid-19 outbreak. This study aims to analyze how Goodboy Barbershop implements integrated marketing communications in maintaining its customers during a pandemic. The research method used is descriptive qualitative with a purposive sampling technique. Data collection techniques include interviews, observation, and documentation. The results of the study show that the integrated marketing communications carried out by Goodboy Barbershop have had a good impact on retaining customers during the pandemic. integrated marketing communications carried out by Goodboy Barbershop in the form of (1) Advertising: non-paid advertisements for Instagram and Tiktok mass media, (2) Direct marketing: Online reservations and Instagram story uploads, (3) Sales Promotion: membership in the form of coupons, (4) Personal Selling: interacting during service, and fulfilling three personal marketing characteristics such as personal confrontation, cultivation, response, (5) Interactive Marketing: quizzes, poll boxes, and also hair care education, (6) Public Relationship: Relations with the Tourism Office on the Kakang Senduk agenda, PERSEPON as sponsorship, teacher apprentice mentor at SMK 2 Ponorogo.

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