This project discusses about “Pay-as-you-wish” program as a marketing communication strategy using SOSTAC on Indonesian micro small and medium business enterprises study case in Omnivour. Omnivour,as one of the UMKM brands, offers delivery affordable healthy food catering for its customers during the pandemic covid-19 as its business model. However, the brand still lacks awareness. Omnivour is facing the real problem that the operation should run for "big mass and big volume." The orders are still under the market size target of its brand expected. This project aims to implement the “Pay-as-you-wish” program as its marketing communication strategy. In elaborating the project planning, it uses the SOSTAC to find out the applicability of the Pay-as-you-wish programs being implemented as a marketing communication strategy for UMKM business. Besides, it also to see the program's applicability as a treatment boost for the sale volume and brand awareness. The project was held for one month in October 2021,following the operational time of Omnivour. The project has beenevaluated based on the metrics of this project objective.

Keywords: “Pay-as-you-wish,”Social Media, SOSTAC, WOM, UMKM.