DEVELOPING MARKETING STRATEGY THAT IMPACT PURCHASE INTENTION FOW SAVEMYMONDAY’S PRODUCTS BASED ON BRAND IMAGE PERCEIVED BY FEMALE CUSTOMER

• Main Author: Jusuf, Burhanudin
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/42097
• Institution: Institut Teknologi Bandung

Social media access makes the whole community able to obtain and share various information with actual and factual ease. Social media greatly affects business people in developing their business. The company's brand image can be formed from activities and content on social media. Customers tend to make brand image a reference before purchasing products. Save My Monday (SMM) is a fashion brand that uses social media as the main media in creating a strong brand image for men using their products. However, after running the business process for three years, it was found that SMM products designed specifically for men were also used by women. Seeing opportunities in the female segment, making SMM need to know how the SMM Brand Image influences female customers' Purchase Intention. This study uses the Explanatory Survey method to analyze how Brand Image can affect Purchase Intention. This method is processed using path analysis with the help of Smart PLS 3.0 application to see how much the Brand Image affects Purchase Intention from the dimensions to the measurement indicators. From the results of this study, it is known that Brand Image has a significant impact of 90.9% on Purchase Intention and the Brand Image dimension that most influences is sensuality. Based on respondents' responses, they feel that SMM has an excellent Instagram feed display. The color and content provided gives an authentic impression. Likewise, SMM website provides a design that is quite interesting in the eyes of consumers. In terms of products, according to female customers, they are very comfortable and satisfied when wearing SMM products because of good product quality. Based on the results of the study, SMM is recommended to use the New Product Development differentiation strategy. This strategy was carried out through eight stages, Idea Generation, Idea Screening, Concept Development and Testing, Marketing Strategy Development, Business Analysis, Product Development, Market Testing, and Commercialization. To target the female market, SMM needs to create products that are suitable for the female brand image such as product design, size, and price.