Oleh : Christina Nur Wijayanti
Keywords: Marketing Communication Strategy, Communication Strategy, Promotion tools
Research conducted by researchers aims to determine the marketing communication strategies of HCB’s Clothes Shop, to find out more about the activities and processes of marketing communication strategies used by traders. The research method used is qualitative, the location of this study is in Surakarta, Central Java. Data collection techniques researchers used data collection, data reduction, and conclusions, the sampling technique used purposive sampling while for the validity of the data researchers used triangulation of data. From the finding of the data obtained, the researcher concludes that the Integrated Marketing Communication (IMC) strategy carried out by HCB combines several forms of promotional mix. Some forms of promotion carried out are direct marketing, sales promotion, personal selling, and advertising.