STRATEGI PROMOSI PRODUK FASHION PADA USAHA MIKRO KECIL MENENGAH (UMKM) DI KOTA BANDUNG

Abstract

Promotion strategies in every business sector, especially for micro, small and medium entreprises (MSME) are absolutely necessary to achieve goals. This study aims to describes the strategy of promoting fashion products at MSME in Bandung.  The  object of the study regarding the promotion strategy of fashion products is business communication and  the  subjects are informants from MSME business actors, namely knitted sweater businesses. This study was designed as qualitative study with case study analysis. The results of the study are 1). Promotion planning is carried out as an effort to introduce products to potential customers and increase sales of knitted sweaters by focusing on online based promotion planning by utilizing social media and marketing through the marketplace. 2). The use of promotional components by knitted sweater businesses includes elements of the type of promotion, media, messages, communicants and communicators. The conclusions of this study are 1). Planning for the promotion of MSME fashion products in Bandung will be carried out by means of suggesting a wider range of products by using social media in promoting and selling through the marketplace. 2). The use of promotional components by Doni knit sweater business actor  in designing promotional programs is still very simple and tends to be passive.