PROPOSED MARKETING STRATEGY FOR ONLINE MODEST CLOTHING BRAND (CASE STUDY BYTWIN BY IAN)

• Main Author: Ramadhian
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85898
• Institution: Institut Teknologi Bandung

One of the important aspects in digital marketing is reach and impression, especially in Instagram. Bytwin by Ian, a brand that sells modest clothing, especially dresses, has faced a decreasing trend of Instagram page reach and impression since 2021, and impacted to declining sales revenue. In an effort to improve the performance, after doing the root cause analysis, this study conducts a survey for a better marketing strategy. The data survey includes a quantitative analysis in using Likert Scale and calculated using ANOVA statistical approach. The independent variable is the purchase frequency, and dependent variables is the aspects of reach, attention, interest and activation related to Instagram feed. The findings show a positive correlation between regular purchases and higher levels of engagement, with significant differences in activation among loyal customers. To address the challenges faced by Bytwin by Ian, a detailed study has been conducted to explore effective strategies for increasing Instagram engagement and sales. By leveraging both internal (RAIA Model, VRIO, STP, Marketing Mix, Product Life Cycle Strategy, and Social Media Marketing) and external analyses (Competitor Analysis), a comprehensive 6-month strategy implementation plan has been formulated to improve Instagram engagement and drive growth for Bytwin by Ian