PROPOSED MARKETING STRATEGY TO INCREASE SALES FOR INDONESIAN MODESTWEAR RETAILER (USE CASE: TOKO BANI ADAM)

• Main Author: Nisaa Citra Hasanah, An
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74576
• Institution: Institut Teknologi Bandung

Toko Bani Adam, a Muslim apparel SME in Indonesia, faces the challenge of increasing sales and sustaining growth in a competitive market. To achieve these objectives, it is crucial to formulate an accurate and suitable marketing strategy that addresses the unique characteristics of the business and the evolving market dynamics. By analyzing internal and external factors, collecting relevant data, and conducting thorough research, the research aims to identify the most effective marketing strategies for Toko Bani Adam. The research utilized a combination of quantitative and qualitative approaches. Quantitative research involved distributing questionnaires to Toko Bani Adam's customers to gather primary data on their preferences, behaviours, and purchasing patterns. Qualitative research was conducted through interviews with the owner and management team of Toko Bani Adam to gain insights into their perspectives and experiences. Additionally, direct observation was employed to gather data on the activities of all research objects. The analysis of the collected data revealed that Toko Bani Adam operates in a dynamic political environment influenced by the rise of Islamic conservatism and increasing religious consciousness among the youth. Leveraging market insights, they aim to attract customers through targeted online promotions and content creation. Collaboration with social media agencies will play a crucial role in maximizing their presence on these platforms and achieving optimal results in terms of audience reach and engagement. Offline marketing activities will also be a focus for Toko Bani Adam. In-store events and collaborations with local businesses or community organizations will help generate excitement and increase brand awareness among potential customers. The research highlights the importance of continuously assessing the effectiveness of marketing efforts. By monitoring key metrics and analyzing the outcomes of different strategies, Toko Bani Adam can make data-driven decisions and optimize their marketing initiatives for better results. The research emphasizes the significance of leveraging market insights, optimizing online platforms, participating in campaigns, and continuously assessing the effectiveness of marketing efforts.