DEVELOPMENT OF SOCIAL MEDIA MARKETING STRATEGY FOR APPAREL RENTAL BUSINESS (CASE STUDY: GEMALA ATELIER)

• Main Author: Putri, Kemala
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47609
• Institution: Institut Teknologi Bandung

Gemala Atelier is an online business engaged in the fashion industry, which focuses on apparel rental. Inspired by the very fast fashion development in Indonesia, Gemala Atelier offers a rental system that expected to change the lifestyle of women in Indonesia to be more efficient. The market target of Gemala Atelier is all women in Indonesia who live in urban areas and often attend official events. Along with the development of the digital era, the competition faced by Gemala Atelier in the field of apparel rental is undoubtedly increasing. Gemala Atelier is not superior in social media marketing compared to its competitors. Gemala Atelier's sales in the market are also not proportional to the number of followers in social media, so it assumed that many followers are not customers because they only follow Gemala Atelier's social media account. This research explains the problems faced by followers of the Gemala Atelier account on the Instagram app, explicitly reviewing the reasons why followers do not make transactions on Gemala Atelier. The author identifies problems using the PESTEL, Competitor Analysis, S-T-P, and marketing mix frameworks. The author found that Gemala Atelier has not found attractive content on social media and the right channel that can facilitate the target market in ordering products. The author conducted qualitative research to Gemala Atelier's owners and followers of the Gemala Atelier account on Instagram, who had never rented. The results of the research resulted in the author proposing a new channel strategy in the form of a website and new social media content for Gemala Atelier. This strategy also accompanied by a planned implementation structure adjusted to the time plan made. This combination proposes the right plan for the target market, which helps increase the number of Gemala Atelier customers.