Abstract
The development of the creative industrial sector is able to contribute significantly to the national economy, one of which is fashion business. This is due to the phenomenon of fashion trends that gave birth to many business actors in the field of the fashion business. With so many fashion business players, fashion business competition will be more competitive that can impact on business success. One strategy that can be taken by business actors is product development, but according to modern marketing, it takes more than developing a product. Business actors need to apply various forms of communication in marketing so as to effectively reach and influence target markets through marketing communications strategies. Consumer preferences can be used to help the selection of the right marketing communications strategy as an effort to grab attention and influence the target market effectively in order to increase sales resultsThis study aims to determine consumer preferences of marketing communication strategy for Sass and Co. products. This study uses five marketing communication mix as variables or attributes and 16 sub-attributes. Sampling was done by Non-Probability Sampling method with a total of 400 respondents and using conjoint analysis technique. The results of this study show that the best combination of respondents is the marketing communication strategy using social media advertising, sales promotion by giving discounts, direct marketing through Shopee, word of mouth marketing using friend recommendation, and using personal sales through the offline store.
Highlights
According to a survey conducted by Bekraf (2017), today’s economic growth rapidly develops along with the development of the creative economy industrial sector, as it can be seen from how creative economy is able to contribute significantly to the national economy between the years of 20102015 as much as 10,14% per year
This results from the development of the fashion trend in Indonesia that has brought forth many business actors engaged in the field of fashion
5.1 Conclusion It can be concluded that the consumer’s preference towards marketing communication strategy of sass and co is sorted by the highest level of importance and the ideal or best combination for the respondents
Summary
According to a survey conducted by Bekraf (2017), today’s economic growth rapidly develops along with the development of the creative economy industrial sector, as it can be seen from how creative economy is able to contribute significantly to the national economy between the years of 20102015 as much as 10,14% per year. There are sixteen sub-sectors in the creative economy industrial sector that contribute, in which the fashion sub-sector is considered as a business sub-sector that has the greatest contribution for Indonesian economy, that is 18,15%. This results from the development of the fashion trend in Indonesia that has brought forth many business actors engaged in the field of fashion. Sass and Co. has to be able to take advantage of any opportunities offered by today’s creative economy industry to increase profits and become an excellent bag producer on the market. The actors are required to pay more attention in employing different forms of communication in marketing their products to effectively reach and influence the target market
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