ANALYSIS ON SUCCESS FACTORS AND BARRIERS FOR LOCAL FASHION BRAND TO ENTER THE E-COMMERCE BUSINESS WITHIN THE CREATIVE INDUSTRY

• Main Author: Ameylia Dwi P. K., Fristine
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71788
• Institution: Institut Teknologi Bandung

Business is a significant part of human life organization, and technology is constantly evolving and becoming more complex. Online sales in the international fashion market are growing at a rapid rate. The Internet is becoming more accessible and approachable. The dominant need for speed and convenience in shopping defines the modern buyer's transformation. The majority of recent research studies focused on the organization point of view of online business. However, there is a lack of research in all aspects of online commerce, from the organizational components to the technical components. The aim of this thesis is to identify successful factors and principal barriers to electronic commerce in the creative industry, focusing on ethnic products. The research process starts with a study of the literature to determine relevant theoretical models to be used as a basis. Based on the prior literature review, the chosen BUMMAT model (Jarvela & Tinnila, 2000) was implemented to develop and analyze a business on a broad level, identify the different participants and their roles, in addition to the various ways of acting and describing all processes from the end user's perspective. In order to gather empirical data, the three handicraft businesses with similar purpose to preserve Indonesian culture were analyzed within the theoretical model and compared to each other. The three brands are : Tenun Nan Elok, Du'Anyam, and Noesa. Therefore, successful factors and barriers are identified and analyzed. Furthermore, areas for improvement were also discussed in this thesis. And in the last chapter the implementation plan was concluded for Tenun Nan Elok to successfully compete in the e-commerce market. The implementation plan made for the case for six months to implement the successful factors of entering the e-commerce business.