CIKAMPAK FASHION OUTLET MARKETING COMMUNICATION STRATEGY IN INCREASING PUBLIC INTENTION TO BUY

Abstract:
 The marketing communication strategy is designed to determine the goals and direction of in a business related positioning, objectives elements mix. This qualitative study aims obtain information about plan field carried out by Cikampak Fashion Outlet increase willingness buy community. involved shop owners several store employees who were positioned as research informants. uses with direct observation techniques data collection through interviews. focuses on how product quality pricing at people's buying interest. Reducing data, presenting facts, drawing conclusions are methods analysis this study. results obtained indicate that has successful increases consumer interest advertised goods. shows that, achieve desired target market, companies must develop well-thought-out initial goals.
 
 Keywords: Marketing Communication Strategy, Public Purchase Intention