MARKETING COMMUNICATIONS DALAM MEMPERTAHANKAN BRAND IMAGE (STUDI DESKRIPTIF KUALITATIF PADA FIER HIGHLANDER)

Dwi Annisa Pratiwi, NIM.: 20107030126 (2024) MARKETING COMMUNICATIONS DALAM MEMPERTAHANKAN BRAND IMAGE (STUDI DESKRIPTIF KUALITATIF PADA FIER HIGHLANDER). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Fier Highlander is a jacket brand that has been around since 2004, this business line mainly produces and sells jackets outdoor. Sales of Fier Highlander in one month reached 900 pieces jacket and even more. High sales figures of Fier Highlander are a problem, because of consumer interest and sales method brand for certainly contrasts with the current era of digitalization, where people's interest in how to shop tends to change into an all-digital era. Then, how marketing communications which was done on the Fier Highlander maintain brand image on their jacket products? This research implements theory marketing communications (Kennedy and Soemanegara) then theory brand image (Keller and Swaminathan) with qualitative descriptive research methods. From this research, researchers found marketing communications which Fier Highlander implemented in defending brand image. That marketing communications included their advertising in building customer experience, main advertising with sponsorship into football club and summit expeditions. Direct marketing in expo and bazaar exhibitions, direct marketing with implementation brand positioning. Personal selling with market penetration of founder’s related organizations. Sales promotions in their product quality and sales promotions of limited editions product and selling an affordable price for best quality product. Then public relations implemented was monetary sponsor int

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