MARKETING STRATEGIES TO INTRODUCE AND IMPLEMENT HALAL FASHION TO YOUNG MUSLIM WOMEN IN INDONESIA: STUDY OF SHADARA MODEST WEAR

• Main Author: Muthie Shafira, Hanna
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62811
• Institution: Institut Teknologi Bandung

Muslim fashion is becoming increasingly popular in Indonesia, but there has only been one Muslim fashion brand has received MUI halal certification since 2016. This is contrary to the fact that Indonesia is a country with the largest Muslim population in the world, but the halal fashion business is not developing well. As such, this final project will examine crucial aspects influencing Indonesian Muslim women's demand for halal fashion products, establish relationships between those elements, and propose marketing strategies for the introduction and implementation of halal fashion into the Indonesian market. Theory of Planned Behavior was utilized in order to understand the behavior of Indonesian customers when it comes to make halal fashion shopping decisions, as evidenced by the results of this study. Quantitative data analysis is used in this study because the objective is to have a thorough understanding of the factors that contribute to young Muslims' unwillingness to wear halal fashion. This research uses the structural equation modelling approach with partial least square (SEM-PLS) for assessing and estimating correlations among variables. The data analysis revealed that attitudes, subjective norms, and control beliefs all contribute to the individual's unwillingness to wear halal fashion. The results of data processing show that the majority of respondents stated that they agree with the unwillingness to wear a halal fashion brand. This shows that the concept of halal fashion has not accepted yet by Indonesian young Muslim women. As a fashion business seeking to follow halal fashion principles in the long term, Shadara should use effective marketing strategies to bring halal fashion to young Muslim women as a target market. Several marketing strategies are used, including Trends Shaping Marketing, Customer Path Five A's Analysis, Six HumanCentric Attributes, and Content Marketing Strategy.