Starcross local brand marketing communication strategy to maintain consumer buying interest

Pashawa Khotob, Gibbran Prathisara

Abstract


The fashion industry is one of the interesting developments to pay attention to and even its  development is growing abroad. Everyone has a different sense of dress. The dress sense will also change with the times. Every company needs to apply the concept of integrated marketing and create a strategy in order to compete with market desires. In recent years, the emergence of new breakthroughs, namely many local brand products.The increase in local brand  interest is inseparable from social media, brand ambassadors, and many local brand exhibitions such as Jakcloth,  KickFest, Indie Clothing Carnival.  Some of the local products that appeared include Starcross, Owners WorldWide, Erigo, Roughneck 1991, Leaf, Queen Beer, and others.  The researcher intends to describe the Starcross Clotingan Marketing Communication Strategy to increase consumer buying interest. With the title Marketing Communication Strategy of Yogyakarta Local Brand to Increase Consumer Buying Interest (Case Study at   Starcross Yogyakarta Clothingan).

Based on the background description of the problem above, the   problem to be discussed is knowing the Marketing Communication Strategy of the local brand Clothingan Starcross to increase consumer buying interest. The purpose of this study is to determine the Marketing Communication Strategy of Local Brand Clothingan Starcross to Increase Consumer Buying Interest. This study used qualitative research methods. Qualitative research is   research used to study a scientific object spoiled by opponents as an   experiment and the key instrument in this qualitative research is to explain in depth about market communication strategies using theories from Kotler and Keller. By using data collection methods through data triangulation.

The result of   this research is a marketing communication strategy carried out by Starcross to increase consumer buying interest by collaborating with local communities to musicians existing in Indonesia  to increase  brand awareness and continue to innovate about various  existing products  so as to increase consumer buying  interest because of its guaranteed quality by utilizing social media  as a tool to carry out marketing strategies.


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DOI: https://doi.org/10.12928/sylection.v3i1.14098

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