Marketing Communication Strategy of Guess Center Point Medan in Improving Sales Omzet

Abstract

The purpose of this research is to know the marketing communication strategy of store Guess Centre Point Medan in improving sales omzet. the approach used is descriptive qualitative. The research subject were 1 store leader, 2 sales assistances, and customers. Data collection is done through direct observation in the field, semi structure interview with resource person, followed by interactive data analysis techniques starting from data reduction, data display, and conclusion drawing. The results showed that the Guess Centre Point Medan marketing communication strategy was based on four components in increasing sales turnover called 4P consisting of product, price, place, and promotion. From the 4P promotion and product quality provide the most maximum strength in increasing sales turnover at the Guess Centre Point Medan. The 4P is also accompanied by basic activities which include things such as sales promotion, personal selling, direct marketing, and internet marketing.