STRATEGI KOMUNIKASI PEMASARAN PADA BRAND AWARENESS (Studi Deskriptif Kualitatif pada Distro Sunderlike)

TRI SUTRISNO, NIM : 10730025 (2017) STRATEGI KOMUNIKASI PEMASARAN PADA BRAND AWARENESS (Studi Deskriptif Kualitatif pada Distro Sunderlike). Skripsi thesis, UIN Sunan Kalijaga.

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Abstract

Along with developments in the fashion world especially in Yogyakarta, now it has found many clothing industries or better known as distro (distribution outlet). Alots of distro make the clothing competition is getting tighter and demands every distro should show their strenght in exploiting the existing opportunity especialy in building brand awareness. Because it can not be denied in any competition there must be a threat of any distro in Yogyakarta including distro Sunderlike threat, because each distro must have weakness in building brand awareness and face the clothing industry competition that very tighter. The purpose of this research is to know how marketing communication strategy distro Sunderlike on brand awareness. The method to be used in this study is qualitative method. While the type of this research using descriptive research. Sources of data on this study are divided into primary and secondary data, where primary data obtained from in-depth interview (depth interview) on informants and secondary data obtained from the documentation of the company. Keywords : strategy, marketing communication, brand awareness

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