PROPOSED MARKETING STRATEGY FOR SMALL MEDIUM ENTERPRISE TO INCREASE PURCHASE INTENTION AND SALES: CASE ON SAMOKHESHI

• Main Author: Shiddiqi Delia, Raihan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/83286
• Institution: Institut Teknologi Bandung

This study aims to find suitable marketing strategies for increasing purchase intention and sales for SME female fashion brands in Indonesia, focusing on Samokheshi, established in 2020. The vibrant and competitive fashion industry requires effective marketing to enhance purchase and sales. Samokheshi sales facing decrease -44% in 2023. The people around Jabodetabek area also still don’t know the brand of Samokheshi. This study analyzes the influence of brand awareness and marketing mix to purchase intention. The study sampled 223 respondents using non-probabilistic and judgment sampling techniques targeting Samokheshi's customers. Multiple linear regression analysis and classical assumption tests were conducted, revealing that brand awareness (X1) and the marketing mix (X2) significantly influence purchase intention (Y1). Internal and external analyses were conducted using STP, 4P Marketing Mix, VRIO, and Value Chain analyses for internal evaluation, and PESTEL, PORTER’s 5 Forces, and customer analysis for external evaluation. A SWOT analysis followed by a TOWS matrix determined strategies to boost Samokheshi's brand awareness and sales. Recommendations include strategic promotions during key shopping events, collaborations with eco-conscious influencers, emphasizing recycled materials and size inclusivity, expanding offline sales through local retailer partnerships, and maintaining competitive pricing. This integrated approach supports brand growth in the competitive fashion industry.