INSTAGRAM USE IN MARKETING STRATEGY FOR SYAR’I’S COOL

• Main Author: Raihannisa, Adila
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/33250
• Institution: Institut Teknologi Bandung

Syar’i’s Cool is Muslimah fashion online shop selling many kinds of Muslimah daily needs such as veil and dress, based in Jakarta. It was established in middle of 2013. Company faced decreasing omzet in the 2017, so in the May 2018 company decided to temporary closed. This research aims to know what behaviors of target market are so Syar’i’s Cool can make decision and future step to develop Syar’i’s Cool by using Instagram as e-commerce. There are two analysis in doing this research –internal and external analysis– and it will get some root cause. This research used Segmenting, Targeting, and Positioning (STP) Analysis, Marketing Mix 4Ps, PESTEL, Porter’s Five Forces, Competitor Analysis, and SWOT analysis. The implementation of strategy as business solution is combination from researcher’s SWOT analysis and respondent’s result from questionnaire which are analyzed in TOWS matrix. According to root cause analysis, Syar’i’s Cool faced sales decreased due to low product variation, high new entrances in Muslimah fashion, marketing activities are not well organized, and less improvement in content of promotion. The results of this research are written in proposed marketing strategies for Syar’i’s Cool. They are promotion, running online survey, social media, and product development. All of the strategies will be implemented by using time frame in implementation plan.