Strategi Komunikasi Pemasaran Efektif Brand AUM Apparel pada Media Sosial Instagram

Abstract

Instagram becomes one of the options by umkm and brand to market products. With social media growth, many business fashion industries use it to carry out marketing activities. One of the local brand in fashion in the activewear business that incorporated an effective marketing communication strategy in marketing its product was AUM Apparel. The study focused in describing an effective brand aum apparel communication strategy on social media instagram. The study employed qualitative descriptive methods with a constructive paradigm. The validity technique of data using the method of triangulation. In the strategic planning phase, AUM Apparel implemented a determination of segmentation, a market target and a detailed positioning that contributed to success in executing the strategy they had. In the execution of strategy, the effective method of marketing strategy was employed aum apparel in communicating the idea in social media of instagram with a content of visual audio and copywriting intended to encourage their audiences to be more confident with aum apparel products. In the evaluation stage, aum apparel used the report and the response of the audience to strategize a new strategy and take the next step in the event of misappropriation of the existing strategy. The researchers formulated that AUM Apparel had been successful in implementing a marketing communication strategy