Strategi Komunikasi Pemasaran Melalui Komunitas ISFC dan Bonek Liar Kermil Dalam Penjualan Atribut “MIRIP BAKUL KAOS”

Setyawan, Boby Hari (2019) Strategi Komunikasi Pemasaran Melalui Komunitas ISFC dan Bonek Liar Kermil Dalam Penjualan Atribut “MIRIP BAKUL KAOS”. Undergraduate thesis, Untag 1945 Surabaya.

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Abstract

The development of the distribution business in the era of technology like now is very fast. That made many new brands emerge in the same business field. A challenge for "Miripbakulkaos" which is a distro of football attributes in big cities like Surabaya. "Miripbakulkaos" must be adaptive in the face of intense business competition in Surabaya specifically in the field of distribution. That is what makes "Miripbakulkaos" carry out marketing communication through the community with the aim of being better known to a wide audience. This study examines marketing communication through the community conducted by "Miripbakulkaos". The research aims to describe how the marketing communication strategy through the community is carried out by "Mirip bakul kaos". In addition, researchers are interested in the phenomenon of spherical attributes that used to be just fashion fashions for teenage casual supporters and also businesses in the distribution sector combined with marketing communication strategies. The theory used in this study uses the marketing mix theory. The method used in this study uses descriptive qualitative data collection techniques through the results of in-depth interviews through informants, observations and documentation. The results showed that the product "Miripbakulkaos" had a wide variety of products namely jersey shirts, scarves, jackets, bags, hats, shorts and many other products. While the price is pegged affordable for all groups. Whereas for the selection of store locations selected strategic places to make it easier for consumers to buy products. As a means of promotion the management of "Miripbakulkaos" uses the isfc community and the wild cremate puppets as promotional ambassadors.

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