DEVELOPING ONLINE CHANNEL AND SOCIAL MEDIA STRATEGY FOR WODEEPA WOVEN BAG

• Main Author: Cintya Danastri, Dennaya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57281
• Institution: Institut Teknologi Bandung

The creative economy is rooted in new or unique ways of thinking to generate ideas and creativity in creating a product that offers solutions to existing problems. As the second-largest contributor to GDP from the creative economy, the fashion sector has a swift development. Wodeepa is a Micro, Small, and Medium Enterprise (MSME) engaged in the fashion sector's creative industry that wants to increase creativity and innovation by participating in developing Indonesian traditional woven fabric. Wodeepa has temporarily closed for some time so that some people are starting to doubt whether it is still running or not. Besides, the number of followers on Instagram and sales also decline. Once the business is start again, Wodeepa need to attract more customers. Wodeepa needs to adapt to technological advances and increase sales which tend to stagnant. The objectives of this research are to develop online channel and social media strategy for the next period and develop the action plan that is needed to be implemented. This research requires some analysis to obtain the necessary data. Some of the analyzes used are customer analysis, competitor analysis, entry strategy analysis, and root cause analysis. In designing a strategy for Wodeepa, the TOWS Matrix was used. After finding a strategic plan for the next period, the Objectives and Key Results were used as a performance measurement. This research focuses on the developing online channel and social media strategy in the next period. This strategy aims to increase the number of followers, engagements, and sales. Thus, the strategy is divided into several action plans. First, increasing the number of followers can be done with paid promotions. Second, increasing the number of engagements can be done by reactivating social media. In addition, increasing followers and interaction with followers also increases engagement. Third, opening a shop on the marketplace can help increase the number of sales. After that, performance measurements are taken based on this strategy to help focus on the priority work needed to achieve that goal.