SOCIAL MEDIA MARKETING STRATEGY ON INSTAGRAM FOR HIJAB FASHION BUSINESS: A CASE STUDY OF NADYA SOENARKO BRAND

• Main Author: Salsabila, Nadya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41160
• Institution: Institut Teknologi Bandung

Indonesia as the country with the most Muslim population in the world influences several aspects of industry, one of which is Muslim fashion industry. The Muslim fashion industry in Indonesia is highly developed also supported by a government statement that wants to make Indonesia a Muslim fashion qibla in 2020. This has caused the growth of new hijab fashion brands in Indonesia to be very high which has caused competitive business competition. In addition, internet users in Indonesia are among the largest in the world. Most of businesses have also switched from offline to online marketing, especially on social media such as Instagram. Instagram is a popular social media and more than just a place to share image and videos. Instagram has a strong influence someone’s decision in determining purchases. Instagram’s role is very significant in building a business brand starting from forming a brand image, sharing company values through content, building relationships and interactions with consumers, and leading to sales. Global research by Instagram shows that 60% of Instagram users find new product and services. More than 200 million Instagram users open at least one business profile every day and 80% of accounts on Instagram follow business account. To be able to compete in the Muslim fashion business, the right marketing strategy is needed for consumers so that consumers do not switch to many other brands. So, from that purpose of this study is to explore more about marketing an effective hijab fashion business on Instagram with the case study of Nadya Soenarko brand in Bandung. The results of the study were used to evaluate the performance of Nadya Soenarko Instagram so that researcher can recommend some marketing solutions that can be implemented in the future. This study cases uses a quantitative method based on the results of the analysis of @nadyasoenarko Instagram insight and then elaborating with one of the Instagram analytical measurement tools that is Hype Auditor. Based on the result of the study, there are some improvement must be made. Nadya Soenarko has a very low engagement level with followers on Instagram. To be able to improve it, it must start with improving marketing content that is shared through feeds and stories also influencer marketing that are in line with the target market. Marketing content must be suits to the demographic sand interests of audiences. If this works, it will be easier to improve sales performance on Instagram.