ANALYZE THE STRATEGY OF E-COMMERCE TO ACHIEVE CUSTOMER LOYALTY - A CASE STUDY OF HIJAB FASHION

• Main Author: Lawiyah, Nur
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78631
• Institution: Institut Teknologi Bandung

Internet access has been effectively influence the lifestyle of the people. Currently, the existence of the internet is creating a new culture of doing business, all of the activity of transactions through online (e-commerce). The development of social media as one of distribution channels of e-commerce in Indonesia scored a separate record in the success of a start-up company engaged in hijab fashion also, as a promising and appropriate to increase the sales. Some cases of small medium enterprises in hijab fashion have been success to sell thousands pcs hijab on days even minutes. Hijab fashion is a business which is in the red ocean realm. Offering the same product and price competition with many competitors make the owners should increase competitive advantage and create different strategies to enhance customer loyalty to their brand. The brand resonance can be a form to create a high and strong the customer loyalty it also can create old customers to invited the attention and interest for new customers or stranger people. Descriptive research is used to determine the key success factor of customer loyalty strategy and how to achieve each key success factors in each of customer loyalty stage, based on combination of qualitative data of primary data through deep interview to the owners or representative of company of small medium enterprises who have been success running their business within 1-4 years and to the stranger of respondent whom selected by the purpose of the research and supported by secondary data through desk study. The main purpose of this study is to analyze the step of customer loyalty strategy for increasing the sales in hijab fashion industry in and to know the pattern of small medium enterprises do about their strategy to apply in researcher’s business.