STRATEGY OF DIGITAL BRANDING E-COMMERCE FASHION MUSLIMAH HIJUP

• Main Author: PRATIWI , ELISABETH
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26909
• Institution: Institut Teknologi Bandung

Hijab fashion trends in Indonesia show a fairly rapid development in recent years. The emergence of various local Muslim fashion brands by the nation's children is one of the main factors that make Muslim fashion as one of the fashion trends among Muslim women. The rapid development of Muslim fashion has become a reason for the emergence of various e-commerce businesses in the field of Muslim fashion. Hijup is the first Islamic Fashion e-commerce in Indonesia and even the world. Hijup itself comes from the words Hijab and Up. Hijup provides products of Indonesian Muslim fashion designers. The success of a product especially e-commerce-based in the digital world is certainly also determined by how the marketing strategy. Branding is one of the brands in the minds of consumers and branding is a business strategy for marketing. In the digital era, consumer perceptions are not overly influenced by marketing communications from companies, but opinions outside the company are through the consumer and social media communities. This study aims to determine whether the digital branding strategy carried out by Hijup is in accordance with the existing digital branding theory. This research is a qualitative research with case study method on Hijup digital branding strategy. The results of this study are that Hijup has carried out a digital branding strategy in accordance with the existing digital branding theory but there are some that have not been done by Hijup like making viral videos. Hijup can be used as a reference for creating a digital branding strategy.