Analisis Strategi Adaptasi Bisnis Agensi Friends:Hub dalam Menghadapi Era Pasca-Pandemi COVID-19

The COVID-19 pandemic has had a major impact on the creative industry, including the event organizing sector. Many companies operating in the creative industry experience a downturn in the economy, preventing event organizers from being able to hold events offline. This research focuses on analyzing the adaptation strategies implemented by Friends:Hub post-pandemic, using qualitative methods through interviews, observation, documentation. As a result, Friends:Hub focuses on organizing online events, digital innovation, and adapting business models through partnerships and collaboration. Friends:Hub uses marketing communications strategies to utilize digital media to respond to post-pandemic market changes. This research contributes to the development of marketing mix communication strategies in the creative industries in the postpandemic era Pandemi COVID-19 memberikan dampak besar pada industri kreatif, termasuk sektor penyelenggaraan acara. Banyak perusahaan,yang bergerak di bidang creative industry mengalami penurunan perekonomian, menghambat pelaku penyelenggara acara sehingga tidak bisa melakukan event secara offline. Penelitian ini berfokus pada menganalisis strategi adaptasi yang diterapkan Friends:Hub pasca-pandemi, menggunakan metode kualitatif melalui wawancara, observasi, dokumentasi. Hasilnya, Friends:Hub fokus pada penyelenggaraan acara daring, inovasi digital, dan penyesuaian model bisnis melalui kemitraan dan kolaborasi. Friends:Hub menggunakan strategi komunikasi pemasaran dalam memanfaatkan media digital merespons perubahan pasar pasca-pandemi. Penelitian ini memberikan kontribusi pada pengembangan strategi komunikasi bauran pemsaran di industri kreatif era pasca-pandemi.