PROPOSED MARKETING STRATEGIES FOR MUSLIMAH FASHION COMPANY: CASE STUDY IN KUPUNYA RUMAH MODE SURABAYA

• Main Author: Aikokita
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/73151
• Institution: Institut Teknologi Bandung

Muslimah fashion is a term used to describe clothing and accessories designed specifically for Muslim women and meets the requirements of the Islamic dress code. One of the Muslimah fashion businesses in Surabaya is Kupunya Rumah Mode (KRM), established in 2012. The business problem encountered by KRM is a significant decline in sales and slow growth over the past 3 years. Therefore, this research aims to determine the business situation of KRM and propose marketing strategies to increase sales as well as recommendations so that KRM can be more competitive in facing the development of the Muslimah fashion industry in Surabaya. In formulating the strategy, an internal analysis is carried out consisting of Segmenting, Targeting, Positioning (STP), Marketing Mix, and VRIO analysis followed by an external analysis using PESTEL, Porter’s Five Forces, competitor analysis, and customer analysis. In this research, quantitative methods were used in customer analysis with a total of 217 respondents through questionnaires used to collect information related to factors that influence customer purchase intentions. The results of the study using Partial Least Squares-Structural Equation Modeling (PLS-SEM) show that product and price variables have a positive and significant effect on perceived quality, promotion and place variables have a positive and significant effect on brand awareness, and perceived quality and brand awareness have a positive and significant effect on purchase intention. Based on the internal and external analysis, the author used SWOT and TOWS Matrix, which generated 13 strategies, then finally selected the 3 best strategies using the Quantitative Strategic Planning Matrix (QSPM), which were adjusted to the research objectives, acceptability, and feasibility. The proposed marketing strategy consists of maintaining the best quality and characteristics of the products offered, showcasing trendy products at Islamic-themed events in the target market, and adding TikTok and Facebook as promotional media and links from Instagram.