HOW DID DIGITAL MARKETING STRATEGY AND COMMUNICATION HELPED RAMAYANA INDONESIAN RETAIL SURVIVE IN THE AGE OF DIGITALIZATION?

• Main Author: Dibyantoro, Aldrei
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61172
• Institution: Institut Teknologi Bandung

The age of digitalization has claimed many victims that are not able to keep up with the changes. This is especially common in the retail industry, where offline stores and retailers are forced to shut down due to the competitive advantage of e-commerce. However, one retailer that sells fashion products in Indonesia was able to withstand the pressures of digitalization. This company is Ramayana Department Store, or PT. Ramayana Lestari Sentosa TBK. To follow the currents of digitalization, they were able to adapt by implementing digital marketing strategies and digital marketing campaigns. However, it is still unsure if one of the factors of their success can be attributed to their digital marketing strategy efforts. In this exploratory research, Ramayana would be the main subject of analysis. By utilizing different frameworks such as POE media and SOSTAC framework, the digital marketing efforts of Ramayana is going to be analysed by this framework. These frameworks show how their implementation and strategy was suited to their target market. Hence, this showed that their success in their digitalization efforts was due to their ability to communicate and target the suitable market who are also shifting their behaviours in using technology for their purchases.