DIGITAL MARKETING STRATEGY IN AN EFFORT TO INCREASE GKP WORLDWIDE'S ONLINE RETAIL SALES

• Main Author: Ibrahim Shibghaturrahman, M
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57672
• Institution: Institut Teknologi Bandung

In 2021, the online business world is experiencing a very significant development. Almost all business lines are trying to expand their business activities in the online sector, and the fashion industry is one of the most dominant sectors in the online world today. This is also reinforced by the COVID-19 pandemic that has hit the entire world population since the beginning of 2020, which has resulted in limited human space for movement and limited face-to-face operational activities in all sectors of life. As a newcomer fashion brand, Of course, this transition to the digital world is a challenge for the company, but there are also opportunities that companies can take advantage of. The challenge that will be faced by GKP Worldwide is how to formulate great strategies and also changes to catch up with market leaders who have already entered and have dominated the online market. In addition, the ease of access to the online segment provides an opportunity to accelerate growth and be able to compete directly with competitors, which is something that GKP Worldwide has to take full advantage of. In reviewing these challenges and opportunities, several theories will be used as a basis for problem solving. The research will use experimental methods, start from STP analysis, brand awareness, marketing mix, internet advertising, sales promotion and endorsement. In this study, these theories will serve as the basis for GKP Worldwide's digital marketing activities, which will later be measured through the increasing number of followers on several digital platforms, sales increase, and ROAS. Based on the experiments that have been carried out in this study, there are several recommendations that GKP Worldwide can make in the future. First, consistent internet advertising activities, having good planning and selecting the right target audience can be an effective solution for companies in an effort to increase brand awareness, brand value, and sales activities in the current digital era. The creation of good ad content, and the selection of the right audience will increase the effectiveness of the advertising costs spent, resulting in higher ROAS. Second, product innovation is one of the most effective strategies for market penetration. Third, promotional activities can be used as a medium by GKP Worldwide in increasing brand awareness and also the level of sales, such as discount programs, vouchers, and also endorsement activities.