Pandemi COVID-19 telah memberikan dampak yang cukup besar terutama pada kegiatan Usaha Mikro, Kecil, dan Menengah (UMKM), terutama UMKM yang bergerak di bidang kuliner. Dampak tersebut dialami oleh salah satu UMKM di Malang, yaitu Mimi Apple Pie Malang, di mana Mimi Apple Pie Malang harus mengalami penurunan omzet yang dialami selama awal pandemi. Tujuan dari penelitian ini adalah untuk mendeskripsikan implementasi integrated marketing communication yang dilakukan oleh Mimi Apple Pie Malang untuk dapat bertahan di tengah pandemi COVID-19. Metode penelitian yang dilakukan adalah menggunakan pendekatan kualitatif, dengan teknik pengumpulan data berupa wawancara mendalam dan observasi. Penelitian menunjukkan bahwa Mimi Apple Pie Malang dapat bertahan di tengah pandemi dengan menerapkan 5 dari 12 elemen promotion mix, yaitu dengan memanfaatkan direct marketing, social media, public relations, packaging yang menarik, serta kekuatan word-of-mouth.

he COVID-19 pandemic has had a considerable impact, especially on the activities of Micro, Small and Medium Enterprises (MSMEs), especially MSMEs engaged in the culinary field. This impact was experienced by one of the MSMEs in Malang, namely Mimi Apple Pie Malang, where Mimi Apple Pie Malang had to experience the decline in turnover experienced during the beginning of the pandemic. The purpose of this study is to describe the implementation of integrated marketing communication carried out by Mimi Apple Pie Malang to be able to survive during the COVID-19 pandemic. The research method used is a qualitative approach, with data collection techniques in the form of in-depth interviews and observations. Research shows that Mimi Apple Pie Malang can survive during a pandemic by applying 5 of the 12 elements of the promotion mix, namely by utilizing direct marketing, social media, public relations, attractive packaging, and the power of word-of-mouth