<> "The repository administrator has not yet configured an RDF license."^^ . <> . . "Strategi Youth Marketing dan Komunikasi Pemasaran Terpadu\r\n(Integrated Marketing Communication) Brand Coolture Dalam\r\nMenghadapi Pesaing di Bandar Lampung\r\n"^^ . "ABSTRAK\r\nYouth marketing merupakan salah satu bentuk strategi dimana pemasar memfokuskan\r\nlangsung segmentasi dan target pasarnya pada anak muda. Komunikasi pemasaran\r\nterpadu merupakan sebuah konsep dimana suatu perusahaan mengintegrasikan dan\r\nmengkoordinasikan saluran komunikasinya untuk menyampaikan pesan mengenai\r\nperusahaan dan produknya. Karakter anak muda yang memiliki selera beragam dan\r\ningin tampil beda dari yang lain menyebabkan banyaknya bermuculan berbagai\r\ndesain pakaian dan aksesori. Sehingga fashion dikalangan anak muda akan selalu\r\nmenjadi target pasar yang potensial untuk dituju. Hal itu yang mendasari Coolture\r\nuntuk membuka usahanya di Bandar Lampung hingga saat ini. Penelitian bertujuan\r\nuntuk memberikan gambaran dan mendeskripsikan bagaimana strategi youth\r\nmarketing dan juga komunikasi pemasaran terpadu yang dilakukan oleh brand\r\nCooluture dalam menghadapi pesaing di Bandar Lampung. Penelitian ini\r\nmenggunakan pendekatan kualitatif dan dijelaskan secara deskriptif dengan metode\r\nobservasi dan wawancara. Landasan dalam penelitian ini adalah model komunikasi\r\npemasaran terpadu yang terdiri dari periklanan, penjualan personal, promosi\r\npenjualan, hubungan masyarakat/publikasi, dan pemasaran langsung. Hasil penelitian\r\nini menunjukkan bahwa strategi youth market yang dilakukan oleh Coolture adalah\r\nmelakukan pemasaran dengan menggunakan cara-cara kreatif melaluin media sosial\r\nInstagram, Path, dan Line. Coolture juga menggunakan elemen-elemen yang ada\r\ndalam komunikasi pemasaran terpadu dalam menghadapi pesaingnya di Bandar\r\nLampung.\r\nKata kunci: Komunikasi Pemasaran Terpadu, Pesaing, Strategi, Youth Marketing\r\nABSTRACT\r\nYouth marketing is a form of strategy in which direct marketers focus on a market\r\nsegment of young people through marketing communications does. Integrated\r\nmarketing communications is a concept where a company carefully integrates and\r\ncoordinates communication channels to convey a clear, consistent and convincing\r\nabout the company and its products. Forms of marketing communication that is done,\r\nnamely advertising, personal selling, sales promotion, public relations / publications,\r\nand direct marketing. In the current development of business in the field of fashion\r\nincreasingly favored by marketers. The character of young people who have diverse\r\ntastes and want to be different from others led to many various designs of clothing\r\nand accessories. So the fashion among young people will always be a potential target\r\nmarket to target. It was the underlying Coolture to open his business and became one\r\nof the local brand in Bandar Lampung today. The study aims to provide an overview\r\nand describes how the youth marketing strategy and integrated marketing\r\ncommunications conducted by brand Coolutur in the face of competitors in Bandar\r\nLampung. This study used a qualitative approach and described in descriptive\r\nobservation and interview methods. The cornerstone of this research is a model of\r\nintegrated marketing communications which consist of advertising, personal selling,\r\nsales promotion, public relations / publications, and direct marketing. The results of\r\nthis study indicate that the youth market strategy undertaken by Coolture is doing\r\nmarketing using creative ways through social media Instagram, Path, and Line.\r\nCoolture also uses elements that exist in integrated marketing communications in the\r\nface of competitors in Bandar Lampung.\r\nKeywords: Competitor, Integrated Marketing Communication, Strategy, Youth\r\nMarketing."^^ . "2016-05-18" . . . . . "FAKULTAS ILMU SOSIAL DAN ILMU POLITIK"^^ . . . . . . . "1116031005"^^ . "AGETA FRISILIA "^^ . "1116031005 AGETA FRISILIA "^^ . . . . . . "Strategi Youth Marketing dan Komunikasi Pemasaran Terpadu\r\n(Integrated Marketing Communication) Brand Coolture Dalam\r\nMenghadapi Pesaing di Bandar Lampung\r\n (File PDF)"^^ . . . "ABSTRAK BAHASA INGGRIS & INDONESIA.pdf"^^ . . . "Strategi Youth Marketing dan Komunikasi Pemasaran Terpadu\r\n(Integrated Marketing Communication) Brand Coolture Dalam\r\nMenghadapi Pesaing di Bandar Lampung\r\n (File PDF)"^^ . . . 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