INFLUENCE OF SOCIAL MEDIA MARKETING STRATEGY ON CUSTOMER PURCHASE INTENTION IN CLOTHING BRAND : A STUDY OF SCREAMOUS AND GET DIRRTY CLOTHING BRAND

• Main Author: Winata, Andrew
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57325
• Institution: Institut Teknologi Bandung

Fashion business is already popular in Indonesia, there are so many local clothing brands here in the country, supported by the growing number of clothing brand buyers and the number of clothing brands. Screamous and Get-DIRRTY are some of the popular local clothing brands. However, not all clothing brands can survive and grow, partly because of lack of brand awareness. Lack of brand awareness is caused by low presence in social media marketing. From this gap, it is very interesting to understand the influence of social media marketing strategy towards purchase intention. Using simple linear regression methods, social media marketing strategy positively influences social media marketing adoption. Social Commerce, Social Content, Social CRM, and Social Monitoring become the most significant dimension compared to others. Social Media Marketing strategy has 85,7% relations in Get DIRRTY, and 58.8% relations in Screamous, and is able to explain 48.8% towards social media marketing adoption in Get DIRRTY, and 21.9% in Screamous. In turn, social media marketing also positively influences purchase intention. It has significant positive relation of 59.4% in Get DIRRTY, and 64.9% in screamous. It can explain 43.6% towards purchase intention in Get DIRRTY, and 42,2% in Screamous which is also measured by simple linear regression. On the other hand, the result from cluster analysis defines potential customers with the biggest cluster is men, age 35-40, working as businessmen. For implementation, both Screamous and Get DIRRTY should build business strategy based on social commerce, content, monitoring, and CRM dimension. Get DIRRTY and Screamous should create more creative unique content and identify new opportunities. Eventually, this finding could be insightful and useful for both brands and all clothing brands in Indonesia to increase brand awareness and product purchase