PROPOSED MARKETING STRATEGY FOR SCHOUTEN.ID TO INCREASE BRAND AWARENESS AND PURCHASE INTENTION

• Main Author: Fitri, Ilmi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70687
• Institution: Institut Teknologi Bandung

Currently, the creative industry is growing rapidly due to the increasing use of technology. In 2019, the creative industry provided a GDP of IDR 1,153.4 billion. Fashion is included in one of the creative economies which contributes a large GDP, namely 41%. Fashion today can show a person's status and the character of the wearer. On the other hand, fashion is included in the MSME sector and continues to grow from year to year. One UMKM that is also engaged in fashion is Schouten. Schouten is a local men's fashion brand that sells basics and has been established since 2017. Currently Schouten has five product categories, namely outerwear, shirts, t-shirts, pants, and hats. Every year, the number of MSMEs in the fashion sector increases, which causes many new competitors to emerge, and of course, old competitors have also become obstacles. Based on Schouten's sales data from 2020–2022, its sales have fluctuated. The author conducted preliminary interviews with fifteen random people, and only two people knew the Schouten brand. With these findings, it can be concluded that the use of social media and promotional methods by Schouten are still not optimal, causing a lack of brand awareness. This study aims to find out what factors cause sales fluctuations at Schouten, what factors influence purchase intention, and what marketing strategy suggestions are suitable to increase brand awareness at Schouten. To fulfill the research objectives, the authors will use external and internal analysis that produces TOWS as a solution. External analysis was carried out using PEST analysis, Porter's five forces analysis, competitor analysis, and customer analysis. Customer analysis was carried out by randomly distributing questionnaires to 200 respondents, including potential customers. The data is then processed using SmartPLS 4 using the PLS-SEM approach. Then, for internal analysis, it is done using VRIO analysis, marketing mix analysis, and STP. The results showed that there were 11 strategies produced by the TOWS matrix, and as many as six strategies were chosen to formulate new marketing strategy proposals, which could then be implemented by Schouten based on the implementation plans that had been made.