DEVELOPING SOCIAL MEDIA MARKETING STRATEGY TO INCREASE BRAND AWARENESS TOWARDS INCLUSIVE FASHION BRAND CASE STUDY: BEYOND INDONESIA

• Main Author: Qathra Rebia, Azkia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75551
• Institution: Institut Teknologi Bandung

The fashion industry plays a significant role in driving Indonesia's economic growth. It has made this industry categorized as a red ocean market which has led to the need to differentiate the product to compete within the industry. On the other hand, the issues of disability and inclusivity in Indonesia are categorized as low. This issue has emerged in the new terms of the fashion industry which is called inclusive fashion. Responding to the low awareness of inclusive fashion in Indonesia, it is important to utilize the development of social media to increase the awareness towards inclusive fashion businesses. The aim of this research is to identify social media activities that affect the increase of brand awareness in the inclusive fashion brand in Indonesia. This study examines five distinct social media activities (advertising, influencers, sharing, entertainment, and interaction). To the best of the authors' knowledge, this is the first experiment that incorporates all these factors simultaneously and the first one to explore brand awareness of Beyond Indonesia. The researchers employed surveys as the primary data collection method and conducted data analysis using Multiple Regression Analysis through the Statistical Package for the Social Sciences application. From the total number of 213 respondents, based on the research criteria of ages around 17-40, actively used social media to search for fashion products and understand the term inclusive fashion. The result showed that social media activities that have a positive influence and relationship in the awareness of inclusive fashion brands are advertisement, influencers, interaction, and sharing. Meanwhile, the entertainment in social media activities for the inclusive fashion brand has a negative effect on its brand awareness. The researcher also confirmed the suitability of instagram as the main social media for inclusive fashion brand social media activities. This research can assist Beyond Indonesia to develop a new marketing plan and implementation strategies to compete within the fashion industry.