PROPOSED BRANDING STRATEGY TO INCREASE CUSTOMER LOYALTY: The Case of Fatih Indonesia Men Muslim Attire

• Main Author: Fahmi Hendrawan Mudzakir / 29116485, Mohamad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28991
• Institution: Institut Teknologi Bandung

Fatih Indonesia is one of the growing men muslim fashion brand in Indonesia specialized in combination between batik and muslim attire that already carry out its business in Indonesian fashion sector for three years starting from 2015 founded by FahmiHendrawan. As a fashiononline company, beside Fatih have they own social media account for transaction, Fatih has collaboration with e-commerce company in Indonesia like Zalora Indonesia, Hijup and bobobobo. Fatih Indonesia need to capture larger market, Fatih Indonesia will expand their business activity to Indonesian-wide and worldwide market so to achieve that goals Fatih need a some Business Strategic including Marketing & Branding Strategic and also fatih Indonesia needs specific strategic formulation that is suitable to secure its current customer and acquiring customers differentiate Fatih Indonesia from competitors. <br /> <br /> <br /> <br /> <br /> The purpose of this research is to find a solution to problem at men muslim fashion company’s nd develop the best branding strategy to be implemented in the business activity. To solve the issue, this research uses three basic concept such Brand Building Internal company, Corellation between Brand Equity and customer loyalty and building best branding strategy and implementation. To analyze the level of external competitor researcher Brand audit, brand identity and brand position. SWOT company analysis is used to analyze external-internal situation including competitorto measurement Brand equity researcher using regression multiple analysis,After further analysis, researcher creating branding strategy development for Fatih Indonesia Company. <br /> <br /> <br /> <br /> <br /> The measurement Brand equity is use multiple regression anlaysis to see the correlation between variable brand equity with customer loyalty. The variable brand equity is Brand Awareness, Perceived Quality, Brand Identity, Brand Loyalty and Brand Association. The results show that Brand Identity, Brand Association and Brand Loyalty are positively related to Customer Loyalty. These mean that strong associations that support a competitively attractive and distinct brand position could create a favorable feeling and behavior toward a brand and lead to a strong fashion brand Brand Awareness and Perceived Quality are negatively related with customer loyalty. <br /> <br /> <br /> <br /> <br /> The implementation plan cosist of business implementation time frame and rebranding about brand identity and create another core value of branding Fatih Indonesia company.To make the loyalty program more individualized Fatih Indonesia needs to make segmentation for the customers. Having relevant digital and technology systems for making segmentation of the customers and analytics is one of the important issues when working with customer loyalty programs. The branding strategy and analytics play a very significant role to increase customer loyalty. <br />