Indonesia Conference Directory

The purpose of this study is to describe and explain the existence of a panenmart company in the marketing communication process. The analytical method used is a qualitative descriptive analysis with a case study approach for the selection of research sites and identification of informants through in-depth interviews with key informants including: Chief Technology Officer (CEO), Chief Business Development Officer, Chief Operation Officer (COO), Chief Technology Officer (CTO), and Head of Content Digital Marketing and also 5 (five) employees involved in the marketing communication process. The results of this study enable the panenmart company to maintain its existence by using six (6) elements of marketing communication mix, namely: media advertising, direct marketing, sales promotion, personal selling, and interactive marketing.