Aktivitas Komunikasi Pemasaran Distribution Store (Distro) Inspired27 Malang (Studi Pada Manajemen Distro Inspired27 Malang)

The development of the creative industry in Indonesia continues to show its existence, especially in the fashion subsector. The fashion subsector is the second largest contributor to the creative economy, which is an indicator that competition in the fashion business is quite tight. Distro as one of the creative industries in the fashion sector does not only rely on the identity that becomes the uniqueness or character of its products, but every Distro must be able to carry out various marketing communication activities to face the tight competition in the fashion industry. Distro Inspired27 managed to maintain and develop its name in the fashion industry until now certainly because of the marketing communication activities they carried out. This research aims to find out and describe the marketing communication activities of Distro Inspired27 Malang.
This research used a qualitative approach to reveal and explain the marketing communication activities of Distro Inspired27 Malang. The theory used in analyzing marketing communication activities focuses on Kotler and Keller's marketing communication mix theory. This research used data collection techniques through interviews, documentation and observation with the determination of informants through purposive sampling techniques. Data validation used data and source triangulation.
The results show that Inspired27 implements marketing communication activities consisting of advertising, sales promotion, events and experiences, public relations and publicity, direct and interactive marketing, word-of-mouth marketing, and personal selling. The marketing communication activities implemented by Inspired27 are dominated by the use of digital communication technology. However, there are also marketing communication activities that still need to be developed to further increase sales and expand the market of Inspired27.