Event Sebagai Salah Satu Bentuk Strategi Komunikasi Pemasaran Produk Fashion Nasional (Event Tahunan Jakcloth)

Ade Rahma

Abstract


Jakarta Clothing is an event which is providing all kinds of distribution store from Indonesia. The concept of
market are combined with many activities those are interested for young people. Jakcloth presents live music
performances from many kinds of fabulous bands from Indonesia and also other countries. The segmentations
of Jakcloth started from Junior High School, Senior high School students, college students, and others. Since
without communication belongs to business, there will maybe such a rejection to the service or products offered.
Marketing is one of important activity in the corporate world. Kotler in Rangkuti (2000:18) defines that marketing
communications is a planning process and applying the concept, price, promotion and also distribution process
of a number of products and services to create the exchanging that can satisty the purpose of individual and
organization. The Result of this study explains that Mipro in making strategy for Jakcloth event involves
communication strategy word of mouth. Kotler and Keller (2007 ) suggests that the Communication Word of
Mouth ( WOM ) or word of mouth communication is a process of communication that the form of recommendations
either individually or in groups to a product or service that aims to provide personal information .The event was
chosen as a marketing communication strategy for national product based on clothing, this adjust with the
young people character that is being the main target from distro clothing product sale. The young people, are
energic people, love musics and challenges. So then this event is manage appropriate with the characteristic of
young people.
Keyword: Marketing communication strategy, event, word of mouth


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DOI: http://dx.doi.org/10.31000/nyimak.v1i2.480

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