Pribadi, Yulius (2015) PERENCANAAN KEGIATAN KOMUNIKASI PEMASARAN DISTRO-DISTRO DI YOGYAKARTA DENGAN KONSEP SOSTAC. Caritas pro Serviam, 1 (29). pp. 1-16. ISSN 1410-4547

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Abstract

More than 50 distros have been existing in Yogyakarta. Distro sells clothes and accessories. Local indie music, punk, and skateboard communities are among the pioneer who initiate this such entrepreneurship. Started in Bandung, distro has been developed in Jakarta, Yogyakarta, and Surabaya. Outside Java island, metropolis of Sumatra, Kalimantan, Bali, and Sulawesi elaborated distro according to their own life style. Distro almost always emphasize fulfilling youngster’s life style, including distros in Yogyakarta. A goup of distros often organize an event to communicate their brand that offer exclusivity. We know that teenage is the time to find and form self image. An exclusive product is one thing to support their performance to imitate any idol stars who are famous. Distro entrepreneurs, of course, have to manage seriuously their resources. They try to endure in spite of up and down accomplishment. A qualitative research was conducted to monitor, analyze, and evaluate how marketing communications strategy contribute to elaborate distro in Yogyakarta. History of distro fulfilling the market demand had produced exclusive and limited clothes, and accessories were collected to draft the situation. Information describing about events they have organized to communicate distro’s brand would be analized to complete a comprehensive data. Data collections was followed by a series of indepth interviews with distro’s frontliner, consumer, and manager to formulate what consumers really need from a distro and what distro entrepreneur wants to sell the products.This research finds that SOSTAC marketing communication strategy can contribute to elaborate distro entrepreneurship in Yogyakarta. The marketing communication strategy can assist distro to create brand awareness and brand attitude inside consumer mind, not only to sell their products to youngsters. Brand awareness and brand attitude are very basic condition to establish positive brand image and stong brand equity. Distros will surely maintain this such entrepreneurship if they persist to appropriate exclusive product they create with Yogyakarta’s youngsters needs.

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