The Application of New Media in Marketing Communication of “ONNI House” in Pandemic Covid-19

ABSTRACT: The development of the COVID-19 Virus has been increasing since its first case was confirmedin Indonesia, the local government prohibited restaurants are prohibited to serve dine-in service. ONNI Housewhich is a business in the restaurant sector is also affected by this regulation. Through a marketingcommunication strategy, ONNI House carries out activities with the title #ONNIBukBer and ONNI Cafe atHome. The formulation of the problem regarding the implementation of the ONNI House marketingcommunication strategy in dealing with the COVID-19 pandemic while the purpose of this study is to identifythe implementation of the ONNI House Jakarta digital marketing communication strategy through social mediain the face of the COVID-19 pandemic. The researcher uses the Lasswell propaganda theory as the main theoryand also the concept of marketing communication, digital marketing communication, and new media. In thiscase, the researchers used qualitative methods. The results of this study, ONNI House has succeeded in buildingawareness of its existence during the COVID-19 pandemic even though it cannot serve dine-in directly throughits marketing communication strategy, maximizing the use of new media to be active in communicating andassisted by the right Key Opinion Leader to become key to surviving in this unexpected situation.

Keywords: Restaurant, New Media, Marketing Communications, Pandemic, Digital MarketingCommunications.