Strategi Marketing Communication PT.BCA Finance Dalam Mempertahankan Brand Ditengah Pandemi COVID-19

PT BCA Finance needs to do more so that it is able to maintain its brand amid the COVID-19 pandemic. The purpose of this study was to determine how sales promotions were used in maintaining the brand at PT BCA Finance amid the COVID-19 pandemic. by using the constructivism paradigm. The method used in this research is a case study research method. This research research uses a qualitative approach, in the discussion the researcher uses qualitative descriptive, the data obtained will be qualitative data in the form of words and sentences and not numbers. The results of this study are that submitting car unit financing relief by consumers is one of the strategies taken by PT BCA Finance to carry out the Marketing Communication strategy in maintaining the brand in the midst of the COVID-19 pandemic, so that consumers can feel calm not to think about their installment obligations for a while. This approach is expected to be able to provide descriptive of the social realities that occur in research, so that conclusions can be found in the form of a general understanding and understood by the public.