Integrated Marketing Communication Strategy in Small Medium Enterprises (SMEs) Fashion Painted Surabaya

An integrated marketing strategy is very necessary to carry out sales promotions, especially painted fashion products because consumers cannot decide to buy these products before seeing and groping directly the products sold by fashion painted. This study aims to analyze the integrated marketing communication strategy at SME's Fashion Painted Surabaya. The research method in this study is descriptive qualitative with a post positivistic paradigm. Data collection is carried out through observation, interviews and documentation. Data analysis techniques are guided by Miles and Huberman which consists of data collection, data reduction, data presentation and drawing conclusions. The results of research on planning activities of Fashion painted by analyzing problems with the SWOT method, analyzing audiences, formulating communication goals, selecting media and communication channels and developing messages. In the implementation activities, namely through Advertising activities, Sales promotion, personal sales, public relation, and direct selling.