PROPOSED MARKETING STRATEGY FOR FASHION E-COMMERCE USING AUGMENTED REALITY TECHNOLOGY

• Main Author: Fasya, Nada
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45713
• Institution: Institut Teknologi Bandung

Customer experience is very important for business development because customer experience is a key strategy for all companies. In abroad, fashion business has used Augmented Reality (AR) technology to create new shopping experiences to increase sales, brand image, brand trust and other aspects. So, researcher wants to create an e-commerce application based on AR technology by providing virtual fitting 3D feature and mix and match outfit feature, that customers are interested in using this application. The purpose of this research is to prove that AR technology has succeeded in increasing customer experience in Indonesia. The researcher made a prototype of the e-commerce application first then the survey was conducted by interviewing several respondents. The results of the interview will be analyzed using an external analysis consisting of Porter's Five Forces, PESTEL (Political, Economy, Sociocultural, Technology, Enviromental, Legal), and Competitor Analysis and internal analysis using the 7P Marketing Mix. The results of external and internal analysis can produce SWOT (Strengths, Weakness, Opportunities, Threats) Matrix and TOWS Matrix. Researcher uses Business Model Generation consisting of Customer Persona, Value Proposition Canvas, Javelin Board to validate business solutions and create a Business Model Canvas. The results of the interview stated that about 67% of respondents were interested in using the 3D Virtual Fitting feature and 100% of respondents were interested in using the mix and match outfit feature. So that AR technology has succeeded in improving customer experience in Indonesia. The researcher provides an implementation plan in the form of an activity plan, duration, human resources and a draft budget so that the marketing strategy runs optimally.