Abstrak

Baca Juga : STRATEGI KOMUNIKASI PEMASARAN UNTUK MENINGKATKAN MINAT BELI KONSUMEN ( PENELITIAN TERHADAP PEMILIK TOKO EMAS MULIA INDAH DI KOTA TAKENGON ) (Ayub Sami, 2017) ,

Baca Juga : STRATEGI KOMUNIKASI PEMASARAN HOTEL KYRIAD MURAYA ACEH DALAM MENARIK MINAT PENGUNJUNG (Anggie Imanda, 2018) ,

eori swot. hasil dari teori analisis swot pada strategi komunikasi pemasaran brand alchemist dimana strenghts (kekuatan) adalah tema produknya. produk alchemist ini adalah pakaian yang menyajikan atau memiliki tema keras (hardcore) yaitu seni gambar yang sulit dipahami oleh orang pencinta seni tapi masih awam. weakness (kelemahan) berupa informasi yang kurang terkait acara ke masyarakat, tetapi meminimalisirnya dengan cara menyebarkankan beberapa flyer ke warung-warung kopi yang ada di banda aceh. opportunity (peluang) berupa brand lokal clothing bertema hardcore yang paling banyak (lengkap) dan tertua yang ada di aceh saat ini. threats (ancaman) berupa masih banyaknya pihak-pihak atau masyarakat yang tidak memahami dari design-design produk alchemist sehingga menjadi kurang menarik di mata mereka, dan masih adanya brand luar yang ikut bersaing dengan alchemist. kata kunci: komunikasi pemasaran, brand alchemist, teori swot abstract marketing communication has never been separated and is a necessity for every company engaged in marketing. marketing communication is used as a strategy to increase product sales and buying interest of the customers. one of the marketing communication strategies that can be done is through events such as music festivals. this study discusses how the marketing communication strategy used by the alchemist cloth through alchemists’ fest in increasing the buying interest in banda aceh. using a descriptive qualitative research approach, the researcher analysed the results of the study with the swot theory. the subjects in this study were the owners of the alchemist brand, the employees of the alchemist brand, and the people who became members of the alchemist and other acehnese local brands who were alchemist partners. the results showed that the communication strategy used by the alchemist brand was effective, because it met the criteria of the swot theory. the result of the swot analysis theory on the alchemist brand marketing communication strategy where strengths is the theme of the product. the alchemist product is a clothing that presents or has a hard-core, which is image art that is difficult to understand by art lovers but still unfamiliar with common people. weakness in the form of information that is less related to the event to the community, but minimizes it by distributing several flyers to coffee shops in banda aceh. opportunity in the form of the most (complete) and oldest local brand of hard-core themed clothing in aceh today. threats in the form of many parties or communities who do not understand the alchemist product designs, so that they are less attractive in their eyes, and there are still external brands that compete with alchemists. keyword : marketing communication, alchemist brand, swot

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