Penelitian ini dimaksudkan untuk mengkaji Strategi Promosi Sixteen Denim Scale Dalam Mendorong Minat Beli Konsumen Di Kota Bandung. Untuk menjawab strategi tersebut peneliti menggunakan empat subfokus yaitu Periklanan (Advertising), Penjualan Individu (Personal Selling), Promosi Penjualan (Sales Promotion), dan Hubungan Masyarakat. Pendekatan penelitian ini adalah kualitatif dan menggunakan metode deskriptif. Teknik pengumpulan data melalui wawancara mendalam (in – depth interview), observasi, dokumentasi, studi pustaka, dan internet searching. Teknik sampling dalam pemilihan informan yang digunakan adalah menggunakan teknik purposive sampling melalui pertimbangan yang sesuai dengan tujuan penelitian, peneliti menggunakan 2 informan kunci dan 2 informan pendukung. Hasil penelitian menunjukkan bahwa periklanan yang dilakukan oleh Sixteen Denim Scale Dalam Mendorong Minat Beli Konsumen Di Kota Bandung dengan menggunakan media sosial instagram, website dan word of mouth. Penjualan individu Sixteen Denim Scale dengan menjadikan shopkeeper sebagai cerminan dari Sixteen Denim Scale. Midnight Sale merupakan salah satu program dari strategi promosi yang dilakukan Sixteen Denim Scale. Hubungan masyarakat Sixteen Denim Scale Dalam Mendorong Minat Beli Konsumen Di Kota Bandung dengan mensupport acara musik indie dan melakukan kolaborasi dengan band. Kesimpulan penelitian ini bahwa Strategi Promosi Sixteen Denim Scale Dalam Mendorong Minat Beli Konsumen Di Kota Bandung adalah Sixteen Denim Scale sudah melakukan berbagai promosi yang yang sesuai dengan perkembangan zaman dan menjadikan shopkeeper sebagai cerminan dari Sixteen Denim Scale. Saran pada penelitian ini untuk Sixteen Denim Scale adalah harus mampu untuk meningkatkan kreatifitas dan inovasi dalam melakukan promosi penjualannya, memperbanyak iklan untuk Sixteen Denim Scale salah satunya dengan beriklan di blog. memperluas dan mempertahankan relasi yang dimiliki Sixteen Denim Scale.

This study is aimed to review the jeans brand Sixteen Denim Scale's promotion strategies in promoting and generating consumer interests in purchasing our product in Bandung city. To assess and test these strategies; researchers divided the strategies into four sub focus categories: Advertising, An individual used for promoting the product, sales promotions, and public relations.This research approach is qualitative and a descriptive method. Data was collected through in-depth interviews, observation, documentation, literature, and online internet searching. With the research objectives in mind, a sampling technique was used to select and filter through all the information found. Appropriate consideration was given to keep the focus on the subject at hand.The results showed that the advertising carried out by Sixteen Denim Scale in promoting consumer interests in Bandung used social media platforms like Instagram, Twitter, Facebook, and also on on other websites. The next promotion strategy, which is an individual used, is using the shopkeeper themselves as a showcase the product line.The next strategy of promoting interest of the brand is the sales promotions. Denim Scale sixteen has come up with an interesting concept of a midnight sale. In hopes that it would boost sales through a unique sale concept. Then finally in the subfokus category of public relations; Denim Scale in trying to increase interest in their brand in Bandung by supporting indie music events in the city and even collaborating with the bands for more public promotion of our product The conclusion of this study is that the Sixteen Denim Scale promotion strategy in promoting and increasing consumer interests in purchasing our product in the city of Bandung is using online media platforms as well as print media outlets, using individuals as brand ambassadors, and using major public events to promote our brand. The goal of this research study conducted for Sixteen Denim Scale is to be able to increase creativity and innovation for the brand marketing in promotion of sales, and generating advertisement for Sixteen Denim Scale. So the brand name can eventually become a well established and popular brand among the consumers of the city of Bandung

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