Karyanti, Suci (2016) STRATEGI KOMUNIKASI PEMASARAN BLACKSTAR CLOTHING DALAM MENGHADAPI PERSAINGAN CLOTHING DI YOGYAKARTA. Other thesis, UPN "Veteran" Yogyakarta.
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Abstract
ABSTRAK Industri distro dan clothing di Yogyakarta kini berkembang pesat, berbagai produsen saling bersaing dipasaran dengan desain dan segmentasi masing-masing. Blackstar Clothing memiliki tempat produksi sendiri dan memasarkan produk-produknya ke seluruh Indonesia. Tujuan penelitian ini adalah untuk mengetahui strategi komunikasi pemasaran yang dilakukan oleh Blackstar Clothing dalam menghadapi persaingan distro maupun clothing di Yogyakarta. Selain itu, untuk mengatahui upaya yang dilakukan Blackstar Clothing dalam meningkatkan penjualan produk mereka. Jenis penelitian yang digunakan adalah penelitian deskriptif kualitatif untuk menjelaskan data yang diperoleh peneliti. Peneliti menggunakan metode deskriptif kualitatif yaitu dengan cara adalah observasi, wawancara, dan dokumentasi. Penelitian ini menggunakan strategi komunikasi pemasaran Kotler yaitu periklanan, promosi penjualan, hubungan masyarakat dan publisitas, penjualan personal dan pemasaran langsung hal ini untuk mengetahui bagaimana Blackstar Clothing dalam melakukan strategi komunikasi pemasaran dalam meningkatkan penjualan produk dan menghadapi persaingan. Berdasarkan penelitian yang telah dilakukan, penulis mendapatkan hasil bahwa pemasaran langsung atau pameran diberbagai event, meningkatan penjualan pada saat mengikuti pameran bahkan meningkat 100%. Karena dalam acara pameran pengunjung bisa langsung melihat produk dari Blackstar Clothing dan dalam acara pameran pasti lebih banyak dikunjungi. Selain itu, Blackstar Clothing bekerjasama dengan pihak kedua dalam penjualan produknya yakni dengan reseller. Kata Kunci : Clothing, Strategi Komunikasi Pemasaran, Pemasaran Langsung ABSTRACT Distributions and clothing industry in Yogyakarta is now growing rapidly, various manufacturers competing in the market with the design and segmentation respectively. Blackstar Clothing has its own production sites and markets its products throughout Indonesia. The purpose of this study was to determine the marketing communication strategy undertaken by Blackstar Clothing in the face of competition and clothing distributions in Yogyakarta. In addition, to know the efforts made Blackstar Clothing in increasing sales of their products. This type of research is qualitative descriptive study to explain the data obtained by researchers. Researchers used qualitative descriptive method is by way of observation, interviews, and documentation. This study uses Kotler marketing communications strategy that is advertising, sales promotion, public relations and publicity, personal selling and direct marketing it is to know how Blackstar Clothing in conducting marketing communication strategy in increasing product sales and competition. Based on the research that has been done, the authors get results that direct marketing or exhibitions in various events, increasing sales during the exhibition even increased 100%. Because the exhibition visitors can immediately see the products of Blackstar Clothing and exhibition event certainly more visited. In addition, Blackstar Clothing cooperate with both parties in the sales of its products namely with resellers. Keywords : Clothing, Marketing Communication Strategy, Direct Selling
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > HJ Public Finance |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Basir Umaryadi |
| Date Deposited: | 10 May 2016 03:14 |
| Last Modified: | 10 May 2016 03:14 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/502 |
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