Abstract
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 Miles and Huberman 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, Chief Business Development Officer, Chief Operation Officer, Chief Technology Officer, and Head of Content Digital Marketing and 3 (three) employees involved in the marketing communication process. The results of this study enable the Panenmart company to maintain its existence by using five elements of marketing communication, namely: media advertising, direct marketing, sales promotion, personal selling, interactive marketing.
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