HE STRATEGY OF LUXURY BAG COMPPANIES IN RESPONDING TO CONSUMER BEHAVIOUR IN JAKARTA DURING COVID 19 PANDEMIC
Currently, the development of luxury goods products is experiencing different conditions due to the corona virus pandemic which has resulted in global demand for luxury goods. The luxury goods industry decreased 20% to 35%. Sales of luxury goods in Japan and throughout Asia are also falling at a s...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/54019 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Currently, the development of luxury goods products is experiencing different conditions due to the corona virus pandemic which has resulted in global demand for luxury
goods. The luxury goods industry decreased 20% to 35%. Sales of luxury goods in Japan and throughout Asia are also falling at a slower pace.
Therefore, it is one of the efforts of luxury goods producers to increase consumer confidence One of the luxury goods products is luxury bags that have brands such as Louis
Vuitton, Chanel and Gucci bags that have market share in Jakarta, Bandung, Medan, Surabaya and Makassar. Declining economic growth in 2020 due to the impact of the
COVID-19 pandemic has resulted in a decrease in purchases of luxury goods in Indonesia. Luxury goods sales fell 25 percent in the first quarter of 2020 and will continue to decline at the end of the year as much as 35 percent lower than 2019.
The study predicts that year-end sales will be in the range of 195 billion to 239 billion US dollars. This also affects the sales of branded bags such as Louis Vuitton, Hermes and
Gucci bags. This study discusses the fashion, hedonic, shopping addictive, perceived value and trust lifestyle of luxury bags among consumer groups in Jakarta which was carried out by frequency distribution analysis. The influence of fashion, hedonic, shopping addictive lifestyles on value and trust was analyzed by SEM. The determination of what strategy luxury bag companies in Jakarta should take during the pandemic in 2020 were analyzed by EFAS,
IFAS and SWOT.
To overcome the problems of luxury bag companies in the future, the strategy carried out during the COVID-19 pandemic was a strategy to increase the brand with a good
branding strategy, product line strategy, brand retention and marketing mix strategies with products, distribution, promotions and prices. In addition, the SO strategy is to take
advantage of strengths such as product design, popular artists to seize opportunities. |
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