IMPROVEMENT MARKETING COMMUNICATION STRATEGY FOR FASHION INDUSTRY (CASE STUDY : Up2date Plus)

• Main Author: Rias Adzhani, Dinar
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41293
• Institution: Institut Teknologi Bandung

Indonesia is in the top five of member countries of the Organization of Islamic Cooperation (OIC) which is the world's largest Muslim fashion exporter. Global Islamic Economy predicts the growth of the world Muslim fashion market in 2020 will reach 327 billion US dollars. Up2date Plus is a brand founded by one of the pioneers of Muslim clothing in Indonesia, namely Irna Mutiara who collaborated with her daughter, Reyna Hanifa. This brand is inspired by the relationship between mothers and daughter who usually have the same taste and have a size that is not much different then become a casual style. With bold and bright colors and collections that are easy to mix and match. Up2date Plus producing various clothing, tunic, pants, skirts and hijab. Up2date Plus sales from September 2018 - June 2019 has declining trend. Based on interview with the owner, Up2date Plus marketing communication channel is done through Youtube, Website and Instagram as an online platform but it does not effective to attarct customer. Up2date Plus wants to meet current customer needs in accordance with the marketing communication needed. The purpose of this research is to identify the effect of promotion mix used by Up2date Plus on consumers purchase intention and to find suitable promotion strategy for Up2date Plus. This research using external analysis to understand the environment that affect the business by using PEST Analysis, Porter 5 Forces, Consumer analysis and Competitor Analysis. Also, describe the internal analysis to define the business strength and weakness by using STP Analysis and Marketing mix. And then formulating SWOT, that will be lead the research to know the root cause. The survey divided into five parts such as demography, buyer decision process, consumer knowledge of Up2date Plus, promotion mix, and purchase intention. Quantitave survey conduct by distributes online with 202 respondents and using Descriptive and Regression analysis to get the result. Based on the survey result then TOWS analysis, shows that there are three variables promotion that can affect to consumer purchase intention such as Website advertising, Sales promotion, and Personal selling. Therefore, the proposed business solution that can be implemented to Up2date Plus are improve Sales Person knowledge in offline sales approach, Provide attractive promotion strategy use digital marketing and social media, and Maximizing sales promotion.