| dc.contributor |
Ilmu Komunikasi |
|
| dc.creator |
Akip, Muhamad Fadhilah |
|
| dc.creator |
Ratnasari, Anne |
|
| dc.date |
2020-08-25 |
|
| dc.date.accessioned |
2021-03-15T03:58:16Z |
|
| dc.date.available |
2021-03-15T03:58:16Z |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/23848 |
|
| dc.identifier |
10.29313/.v6i2.23848 |
|
| dc.identifier.uri |
http://hdl.handle.net/123456789/29299 |
|
| dc.description |
Abstract. Bandung is one of the major cities in Indonesia and is known as a city of fashion, it can be seen from the many businesses in the field of fashion with various types and uniqueness. Due to the large number of entrepreneurs engaged in the fashion industry, causing competition among competitors to innovate on their products. This research is the result of research that aims to answer the question of how the form of promotion conducted by Dekade Time, how to use promotion media, and the reason why Dekade Time use customized products in introducing its products.Research data was collected through direct interview techniques with the Marketing and Branding Manager of Dekade Time. Observation techniques supported by documentation and literature data that are relevant to the researcher's problem. Furthermore, this study was analyzed using qualitative methods with a holistic case study approach. Based on the results of this study, it can be concluded that Dekade Time uses several forms of promotion namely Advertising, Sales Promotion, Direct Marketing and Event Marketing. Promotion media used by Dekade Time are social media and online media as the main promotional media at this time. The reason for using customized products is that consumers are given the freedom to design their products according to taste and as product differentiation in introducing their products.Keywords: Dekade Time, Promotion, Customized Product, Consumer Abstrak. Bandung merupakan salah satu kota besar di Indonesia dan dikenal sebagai kota fashion, hal tersebut dapat dilihat dari banyaknya usaha di bidang fashion dengan berbagai macam jenis dan keunikannya. Karena banyaknya pengusaha yang bergerak di industri fashion, sehingga menimbulkan persaingan antar competitor untuk berinovasi pada produknya. Penelitian ini merupakan hasil penelitian yang bertujuan menjawab pertanyaan bagaimana bentuk promosi yang dilakukan oleh Dekade Time, bagaimana penggunaan media promosinya, serta alasan Dekade Time menggunakan produk kostumisasi dalam memperkenalkan prdouknya. Data penelitian dihimpun melalui teknik wawancara secara langsung dengan Manager Marketing and Branding Dekade Time. Teknik observasi didukung oleh data dokumentasi dan literatur yang relevan dengan permasalahan peneliti. Selanjutnya, penelitian ini dianalisis menggunakan metode kualitatif dengan pendekatan studi kasus holistic. Berdasarkan hasil penelitian ini, dapat disimpulkan bahwa Dekade Time menggunakan beberapa bentuk promosi yaitu Advertising, Sales Promotion, Direct Marketing dan Event Marketing. Selain itu media yang digunakan Dekade Time adalah media sosial dan media online sebagai media promosi utama saat ini. Alasan menggunakan produk kostumisasi agar konsumen diberi kebebasan dalam mendesain produknya sesuai selera dan sebagai diferensiasi produk dalam memperkenalkan produknya.Kata Kunci: Dekade Time, Promosi, Produk Kostumisasi, Konsumen. |
|
| dc.format |
application/pdf |
|
| dc.language |
eng |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/23848/pdf |
|
| dc.rights |
Copyright (c) 2020 Prosiding Manajemen Komunikasi |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 6, No 2, Prosiding Manajemen Komunikasi (Agustus, 2020); 518-522 |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 6, No 2, Prosiding Manajemen Komunikasi (Agustus, 2020); 518-522 |
|
| dc.source |
2460-6537 |
|
| dc.source |
10.29313/.v6i2 |
|
| dc.subject |
Manajemen Komunikasi |
|
| dc.subject |
Dekade Time, Promotion, Customized Product, Consumer Dekade Time, Promosi, Produk Kostumisasi, Konsumen |
|
| dc.title |
Promosi Dekade Time untuk Memperkenalkan Produk Kepada Konsumen |
|
| dc.type |
info:eu-repo/semantics/article |
|
| dc.type |
info:eu-repo/semantics/publishedVersion |
|
| dc.type |
Peer-reviewed Article |
|
| dc.type |
Kualitatif |
|