Komunikasi Pemasaran Fashion Premium Product Store (Studi Kasus: Komunikasi Pemasaran Gate Store sebagai Reseller Produk Premium dan Pelopor Fashion Premium Product Store di Yogyakarta)

• Main Authors: , VINCENTCIA PUTRI ANINDHITA, , Pulung Sutiosuci Perbawani, S.IP., MM.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2014
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/129824/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=70227
• Institution: Universitas Gadjah Mada

Fashion premium product trends began to enliven young people in Indonesia, is also associated with the establishment of the shops that sell fashion premium products themselves or be referred to a premium fashion product store. The concept stores began to appear in major Indonesian cities such as Jakarta, Bandung, Bali and Surabaya. Along with the development of fashion premium products become a trend among young people, then appeared also the product of premium fashion store in Yogyakarta, where we know the Yogyakarta is a city that has low MSE and is famous for everything that cheap. Overall, this research will discuss about how Gate Store as a pioneer and is still the only fashion premium product store in Yogyakarta choosing marketing communication that products available in the store can be consumed by young people in Yogyakarta, which is the target consumer of the store their own. The Yogyakarta�s market itself actually was already there, starting from the members of communities who had been like a fashion premium product. But it does not stop there, Gate Store continues to seek to widen its market. The results of this study indicate that word of mouth when utilized with maximum can be very good for marketing communication. From interviews, it is also known that although the products offered have a high price, not necessarily need a high cost in order to perform marketing communications.