PERSEPSI KONSUMEN DALAM BRAND IMAGE PRODUK TEENAGER DEADLY (STUDI DESKRIPTIF KUALITATIF PADA KONSUMEN TEENAGER DEADLY DI YOGYAKARTA)

Fahrizal Satriarga, NIM.: 20107030138 (2025) PERSEPSI KONSUMEN DALAM BRAND IMAGE PRODUK TEENAGER DEADLY (STUDI DESKRIPTIF KUALITATIF PADA KONSUMEN TEENAGER DEADLY DI YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

A fashion brand needs to be competitive and adaptable to survive and thrive. Since its inception in 2009, TNGR DEADLY has been operating in Yogyakarta and has shown how to survive in the face of strong competition from other local brands. TNGR DEADLY has implemented various marketing processes and strategies to improve its competitiveness. In the fashion industry, maintaining consistency in product concepts and themes is a complex challenge in an effort to attract attention and maintain customer loyalty. This research aims to describe in depth consumer perceptions of the brand image of TNGR DEADLY products. This study uses the brand image theory proposed by Kevin Lane Keller. The method applied is a qualitative descriptive approach with an interpretative paradigm. The data in this study were analyzed through a process of data reduction to conclusion drawing, which was obtained through interview techniques, observation, and literature study. The results revealed that the majority of informants have a positive perception of TNGR DEADLY's brand image. Informants identify this brand as a bold brand, represents young people, and has a strong identity. As part of the fashion industry, TNGR DEADLY has succeeded in building a solid brand positioning by being a pioneer in the use of designs with loud music nuances and reflecting young people's hobbies.

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