Strategi Komunikasi Pemasaran Salon Dreadock Studio Indonesia

Dreadock Studio Indonesia is a dreadlock salon in the city of Bandung. The establishment of this salon is motivated by the owner Docko who wants to change the society's stigma towards dreadlocks. This studio provides services related to dreadlocks, from dreadlocking hair, repairing dreadlocks, and doing treatment. The purpose of this study aims to analyze marketing strategies to attract consumers through marketing communications carried out by Dreadock Studio. This research is a qualitative study using a case study method. The theories used in this study include marketing communications, event marketing, events sponsorship, and word of mouth. Data collection for this study uses interviews with Docko as the owner of the Dreadock, observation and literature study. The conclusion of the marketing communication strategy research conducted by Dreadock Studio to attract these consumers is by word of mouth and events.