PROPOSED DIGITAL MARKETING STRATEGY TO INCREASE MILLENNIALS’ PURCHASE INTENTION OF SHAFIRA BRAND

• Main Author: Dwi Adi Cahyani, Tutut
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/54707
• Institution: Institut Teknologi Bandung

Shafira is one of the Muslim fashion brands in Indonesia with generation X as its main customers. Since the pandemic COVID-19, its main revenue from the offline stores has been declining. To overcome this problem, Shafira changes the focus to online sales and gives discount half of the original price. Even though the sales is increasing, Shafira is suffering from the decreasing profit due to discount price. This situation generates the urgency for Shafira to optimize its digital channel and shift its target market to millennials generation that is more technology savvy compare to generation X and heavily use internet in their daily life. However Shafira interaction with millennials in digital channel is still low, which lead to low purchase intention. This research was conducted with the objectives first, to identify factors that could influence millennials purchase intention using Shafira’s digital channel; and second, to develop digital marketing strategy as an effort to increase millennials purchase intention of Shafira brand. This study used mix method of qualitative and quantitative research to find the root causes of problem. First, this study conducted industry and macro-environment analysis to assess external environment of Shafira brand using PEST and Porter's Five Forces approaches. Second, this study conducted brand audit to assess Shafira brand performance from the internal company and consumers’ perspectives. Brand audit consists of brand inventory and brand exploratory approaches. Brand inventory was conducted to examine Shafira’s brand portfolio, brand elements, marketing program, brand positioning, and nature of competition. Brand exploratory was conducted to analyze the extent to which Shafira’s brand identity, brand image, brand integrity, and brand interaction relates to millennials intention to purchase Shafira in digital channel. As the result, this study identified four root causes of problem that is related to brand, promotion, channel, and price. Then, this study develop digital marketing strategy as a corrective action to overcome the root causes of problem and effort to increase millennials buying intention of Shafira Brand.