ACTIVITY ANALYSIS PRODUCT PROMOTION WILDTRACK APPAREL

Abstract

This research is motivated by the phenomenon of the inability of several creative
industries to maximize the capabilities of human resources and the use of communication
media in supporting promotional activities in their companies. The purpose of this study is to
analyze the promotional activities of Wildtrack Apparel products. This study uses the
promotion theory according to Kotler and Armstrong as a reference for research using
descriptive qualitative research methods. The sampling technique is done by purposive
sampling. Data collection is carried out through observation of Wildtrack Apparel product
promotional activities, interviews with owners, marketing, employees and consumers as well
as documentation related to the company's promotional activities. The validity test techniques
used by researchers are method triangulation and source triangulation. The results of the study
indicate that Wildtrack Apparel product promotional activities include the application of
marketing mix with a communication approach that utilizes the development of information
technology and a social relations approach to build a positive corporate image so as to
increase sales of Wildtrack Apparel products. Thus, the promotional activities carried out by
Wildtrack Apparel have been able to strengthen communication with consumers to market
products and increase sales of Wildtrack Apparel products optimally.