DIGITAL MARKETING STRATEGY FOR START UP ONLINE FASHION BUSINESS (CASE STUDY: Y LOOKS)

• Main Author: ARISTYA WIRATAMA 29115563, MUHAMMAD
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23204
• Institution: Institut Teknologi Bandung

The internet user in Indonesia was increasing and according to APJII 2016 the number of <br /> <br /> <br /> <br /> internet user reach 132,7 million or 51,1% of the total population while the total population of <br /> <br /> <br /> <br /> Indonesia as many as 256,2 million people and will continue to grow. The Internet has many <br /> <br /> <br /> <br /> benefits and becomes part of the daily life such as use for seeking news or information, <br /> <br /> <br /> <br /> electronic transaction, research, communication, and the relationship between users. Most of the <br /> <br /> <br /> <br /> internet user is in Java and like to access social media and also conduct online shopping. <br /> <br /> <br /> <br /> Y Looks is a start up online fashion business that established December 1, 2016, by <br /> <br /> <br /> <br /> Rima Mega and based in Bandung. At first two months the sales of Y Looks was good then <br /> <br /> <br /> <br /> after it, the sales was dropped significantly for two months and it keeps raising smoothly, it can <br /> <br /> <br /> <br /> be explained that the sales of this company fluctuate and still not stable yet. The brand is not <br /> <br /> <br /> <br /> well known yet by many people and the marketing channel that used by Y Looks is only <br /> <br /> <br /> <br /> through Instagram, then Line and WhatsApp as the contact for customer service. The company <br /> <br /> <br /> <br /> should utilize the development of technology in this digital era and its big potential market in <br /> <br /> <br /> <br /> Indonesia. Based on the statement, then this research is needed to create digital marketing <br /> <br /> <br /> <br /> strategy in order to compete in the market and create a sustainable business. <br /> <br /> <br /> <br /> This research uses the qualitative method and there are two types of data that were used <br /> <br /> <br /> <br /> in this research, namely primary data and secondary data. Primary data comes from observation <br /> <br /> <br /> <br /> at the object of research and interview with the owner of the Y Looks. While the secondary data <br /> <br /> <br /> <br /> from company’s record in 2017, article, book, internet, and other sources that are considered <br /> <br /> <br /> <br /> support this research. This research provides recommendation and conclusion for Y Looks <br /> <br /> <br /> <br /> business problem. <br /> <br /> <br /> <br /> This research is creating a business solution, first by analyzing internal and external <br /> <br /> <br /> <br /> environment. The internal environment that analyzed in this research consists of STP analysis <br /> <br /> <br /> <br /> and Marketing Mix (4Ps). External environment consists of Porter’s 5 Forces, PEST analysis, <br /> <br /> <br /> <br /> and competitor analysis. After conducting internal and external environment analysis, then <br /> <br /> <br /> <br /> following with creating SWOT matrix in order to see the strengths, weaknesses, opportunities, <br /> <br /> <br /> <br /> and threats of this company. Customer analysis was also conducted in this research in order to <br /> <br /> <br /> <br /> justify the result from internal and external environment analysis. <br /> <br /> <br /> <br /> Then the result of this research is that Y Looks must conduct digital marketing through <br /> <br /> <br /> <br /> social media, online marketplaces, and website. Y Looks also must set the new marketing mix <br /> <br /> <br /> <br /> that consists of product, price, and promotion. <br />