Luh Komang Sriastiti Suryada, . (2024) STRATEGI KOMUNIKASI PEMASARAN JARIT DALAM PENERAPAN SUSTAINABLE FASHION. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Jarit is a fashion brand that is committed to preserving the Wastra Nusantara and creating sustainable fashion products. However, there are still many people who do not know about the existence of the brand. To solve this problem, an effective marketing communication strategy is needed to introduce domestic products that use environmentally friendly materials. This research aims to find out how Jarit conducts marketing communication strategies through the PESO model. The PESO model is a marketing communication strategy developed by Gini Dietrich to use different types of media in the digital era. This research uses a descriptive qualitative research method with a case study method. This research uses in-depth interview techniques as primary data source and documentation & participant observation as secondary data. This research uses data analysis techniques that include data reduction, data presentation, and conclusion drawing. The data validity technique uses triangulation of data sources. The results of this study show that there are similarities between Jarit's marketing communication strategy and the PESO model, namely the use of paid media, earned media, shared media, and owned media. However, there are several media that Jarit has not implemented in marketing its products.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010411251] [Pembimbing: Fitria Ayuningtyas] [Penguji 1: Witanti Prihatiningsih] [Penguji 2: Lusia Handayani] |
| Uncontrolled Keywords: | Batik, Jarit, Marketing Communication Strategy, Sustainable Fashion. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | LUH KOMANG SRIASTITI SURYADA |
| Date Deposited: | 01 Oct 2024 07:34 |
| Last Modified: | 01 Oct 2024 07:34 |
| URI: | http://repository.upnvj.ac.id/id/eprint/32997 |
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