IMPLEMENTATION OF THE MARKETING COMMUNICATION MIX IN DIGITAL MARKETING AT JEJAHITS.ID

Abstract

This study examines the implementation of a Marketing Communication Strategy through digital as an effort to build branding and expand product market share Fashion Brand Jejahits.id. Fashion is one of the products of society's daily primary needs which has a very rapid development cycle. Development fashion is currently able to encourage an increase in textile industry production. This shows that business competition for products is increasingly fierce fashion, so that business people try to develop strategies to maintain their business with several appropriate efforts. This study draws on marketing strategy and the marketing communication mix. The method used is descriptive qualitative with data collection methods using interviews, documentation and observation. Data analysis techniques through data reduction, data presentation, and Conclusion drawing and verification. The research results show that the marketing strategy that has been implemented by Jejahits.id is in the form of a marketing communication mix, including: advertising, sales promotion, events and experience, direct marketing, public relation and publicity, interactive marketing, word of mouth marketing, and personal selling able to increase profits, strengthen branding, and expand market share reach.