Strategi Komunikasi Pemasaran Fashion Thrifting di Pasar Melati Kota Medan

Abstract

This research is entitled "Fashion Thrifting Marketing Communication Strategy in the Melati Market, Medan City". The research method is qualitative. The subjects in this research were several used clothing traders, namely 5 people and 2 triangulation informants. "The aim of the research is to find out the marketing strategies used by fashion thrifting traders, and to find out consumers' buying interest in used clothes from traders at the Melati Market, Medan City." The data collection technique used was through interviews and documentation. Researchers carried out a series of data analysis techniques, namely data collection, data reduction, data presentation, drawing conclusions and verification. The research results show that the results of the research and discussion in this thesis are in the form of a description of the fashion thrift marketing communication strategy at the Melati Market, Medan City. The results of this research were obtained by observation and conducting in-depth interviews with informants as a form of data search and documentation. The research time to obtain complete and valid data occurred for 1 week. There were 5 informants in this research. This research was limited to only five people because the researcher felt that this was enough and the data collected was complete, if adding new informants would no longer provide new information. Those selected as informants were individuals who met the researchers' criteria in accordance with the fashion thrift marketing communication strategy at Pasar Melati, Medan City.