Strategi promosi clothing brand osella dalam mempertahankan loyalitas konsumen = Promotion strategy of clothing brand osella to maintain consumer loyalty

Suwanto, Vera (2018) Strategi promosi clothing brand osella dalam mempertahankan loyalitas konsumen = Promotion strategy of clothing brand osella to maintain consumer loyalty. Bachelor thesis, Universitas Pelita Harapan.

[img] Text (Title)
Title.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (9MB)
[img]
Preview
Text (Abstract)
Abstract.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (168kB) | Preview
[img]
Preview
Text (ToC)
ToC.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (1MB) | Preview
[img]
Preview
Text (Chapter1)
Chapter1.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (1MB) | Preview
[img] Text (Chapter2)
Chapter2.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (1MB)
[img] Text (Chapter3)
Chapter3.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (5MB)
[img] Text (Chapter4)
Chapter4.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (1MB)
[img] Text (Chapter5)
Chapter5.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (5MB)
[img] Text (Chapter6)
Chapter6.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (1MB)
[img]
Preview
Text (Bibliography)
Bibliography.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (505kB) | Preview
[img] Text (Appendices)
Appendices.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (3MB)

Abstract

Perkembangan industri fesyen di Indonesia yang sangat pesat didukung dengan meningkatnya kesadaran masyarakat bahwa fesyen mengarah pada pemenuhan gaya hidup dalam berbusana. Adanya persaingan dalam industri fesyen lokal di Indonesia ini timbul terutama dalam bidang pakaian. Persaingan industri fesyen lokal ini sudah ada sejak puluhan tahun lalu di Indonesia. Hal ini dibuktikan dari eksistensi merek fesyen lokal favorit masyarakat Indonesia, yaitu salah satunya OSELLA. Dengan adanya kompetitor yang kuat, tentu diperlukan strategi promosi untuk mempertahankan loyalitas konsumen agar OSELLA tidak dilupakan dan tergantikan dengan bisnis baru. Maka dari itu, diperlukan adanya penelitian untuk mengetahui apa strategi promosi yang diterapkan merek pakaian OSELLA dalam mempertahankan loyalitas konsumen. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian deskriptif. Pengumpulan data penelitian dilakukan dengan data primer, yaitu wawancara mendalam dan observasi, serta data sekunder berupa studi kepustakaan dan dokumentasi. Wawancara dilakukan kepada Manager Marketing dari OSELLA, dan Marketing Komunikasi dari OSELLA. Hasil penelitian ini menunjukan bahwa strategi promosi yang dilakukan oleh OSELLA adalah periklanan, acara, hubungan masyarakat dan publisitas, promosi penjualan, dan orang ke orang. / The rapid development of the fashion industry in Indonesia is supported by the increasing public awareness that fashion leads to the fulfillment of lifestyle in dressing. The competition in the local fashion industry in Indonesia arises mainly in the field of clothing. This competition in the local fashion industry has been around for decades in Indonesia. This is evidenced by the existence of the favorite local fashion brands of Indonesian people, one of which is the clothing brand OSELLA. With many powerful competitors, promotion strategy is needed to maintain customer loyalty so that OSELLA's clothing brand is not forgotten and replaced with new business. Therefore, the researcher wants to find out what promotion strategies applied by OSELLA's clothing brand in maintaining consumer loyalty. This research uses qualitative approach with descriptive research method. The research data was collected using primary data, in-depth interview and observation, and secondary data in the form of literature study and documentation. Interviews were conducted with the Manager Marketing of Clothing Brand OSELLA, and Marketing Communication of Clothing Brand OSELLA The result shows that promotion strategy applied by clothing brand OSELLA is advertising, event, publicity, sales promotion, and word of mouth.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Suwanto, VeraNIM00000015977VERA.SUWANTO@GMAIL.COM
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorTarigan, Rose EmmariaNIDN0328066802UNSPECIFIED
Uncontrolled Keywords: promosi; merek; loyalitas konsumen; osella; promotion; brand; consumer loyalty
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Mr Samuel Noya
Date Deposited: 29 May 2020 05:38
Last Modified: 17 Jul 2020 07:01
URI: http://repository.uph.edu/id/eprint/8688

Actions (login required)

View Item View Item