EXPLORING THE TRANSFORMATIVE IMPACT OF SOCIAL MEDIA ON MARKETING STRATEGIES FOR SMALL FASHION BUSINESSES IN INDONESIA

• Main Author: Retno Ayuningtyas, Dhira
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77367
• Institution: Institut Teknologi Bandung

Social media has transformed the fashion industry, leaving an indelible mark on small fashion enterprises in Indonesia. This qualitative study delves into the influence of social media as a marketing platform, exploring how it has shaped the strategies employed by small fashion businesses in the vibrant cities of Jakarta and Bandung. Through thematic analysis and in-depth interviews with three small fashion business owners classified as micro business, this research aims to unravel the multifaceted impact of social media on their marketing approaches and overall success. The research will use a purposive sampling technique to choose three individuals who have effectively changed their careers. The responses from the interviews will undergo thematic analysis, involving the identification of codes, development of categories, and formation of a descriptive theme to address the research inquiries. The significance of social media in the fashion industry cannot be overstated, as it has become a vital part of the marketing strategy for small enterprises. By harnessing the immense reach and engagement potential of platforms such as Instagram, Facebook, and TikTok, small fashion firms have been able to extend their clothing lines to a broader audience, build robust customer relationships, and actively connect with their target markets. The study uncovers that social media serves as a dynamic tool for brand recognition, product promotion, and customer engagement, fueling the growth of micro-small fashion enterprises. Notably, businesses leverage customer reviews on social media to foster trust and enhance their brand reputation, all with minimal expenses. This cost-effectiveness allows even emerging fashion startups to compete with established brands, effectively leveling the playing field. However, along with the opportunities come challenges. Targeting specific demographics and safeguarding creative concepts in an increasingly competitive landscape can be daunting for small fashion entrepreneurs. Additionally, the prevalence of design plagiarism poses a significant threat to the intellectual property of these businesses. As a result, adapting marketing strategies and staying up-to-date with ever-evolving social media trends become essential to maintain a competitive edge. The findings of this study underscore the necessity for small fashion enterprises in Indonesia to embrace social media as a fundamental component of their marketing efforts. The ability to tap into the vast pool of potential customers, create engaging content, and foster an online community is vital for survival and growth in the current market scenario. Despite the valuable insights gained from this research, certain limitations need to be acknowledged. The study focused solely on small fashion businesses in Jakarta and Bandung within a relatively short timeframe, limiting the generalizability of the findings. A more extensive and long-term analysis of social media's impact on the entire Indonesian fashion industry could offer a more comprehensive perspective. Nonetheless, the originality and value of this study lie in shedding light on a less explored area of the fashion industry in Indonesia. With limited research available on the specific effects of social media on small fashion businesses in the country, this study contributes significantly to the existing body of knowledge. In conclusion, social media has emerged as a game-changer for micro-small fashion enterprises in Indonesia, reshaping their marketing strategies and influencing their overall success. Understanding the potential and challenges of social media in the context of the fashion industry is crucial for small businesses aiming to thrive and remain competitive in this dynamic and ever-changing landscape.