ANALYSIS OF MARKETING COMMUNICATION STRATEGIES IN INCREASING SALES OF DENIM SLEIGH BUSINESS IN TANGERANG CITY

Abstract

This study aims to analyze the marketing communication strategy implemented by Denim Sleigh in an effort to increase sales in Tangerang City. The background of this research is based on the increasingly competitive fashion industry, particularly denim products, which requires entrepreneurs to have effective and innovative communication strategies. The research method used is descriptive qualitative, with data collected through interviews with six Denim Sleigh customers. This approach was used to gain an in-depth understanding of how marketing communication strategies are implemented, the obstacles faced, and their effectiveness in attracting and retaining consumers. The results show that Denim Sleigh’s main strengths lie in its good product quality, affordable prices, and friendly service. However, there are weaknesses in the consistency of digital promotion and variety of social media content. Based on the SWOT analysis, the greatest opportunities for Denim Sleigh lie in the increasing popularity of denim fashion and the potential for market expansion through online marketplaces and digital collaborations. In conclusion, Denim Sleigh’s marketing communication strategy should be improved through more consistent digital promotion, creative and engaging content, and collaborations with influencers to broaden market reach. These steps could increase sales and strengthen the brand image within the local fashion industry.