Digital Marketing Design for Strengthening The Fashion Industry: A Case Study at an Indonesian Fashion Business

Hasan, Alfarrel Daffa and Rinawiyanti, Esti Dwi and Arlianto, Jerry Agus (2024) Digital Marketing Design for Strengthening The Fashion Industry: A Case Study at an Indonesian Fashion Business. In: Proceedings of the 2023 Brawijaya International Conference (BIC 2023), 19-20 October 2023, Lombok, Indonesia (Hybrid).

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Abstract

Owned, Brings, Positivity (OBP) is a Surabaya-based women’s fashion brand that sells apparel, handbags, and other accessories. The Internet and social media are becoming more popular in Indonesia; thus, Instagram and TikTok can be promotional tools to boost sales. Accordingly, this study aims to design Instagram and TikTok content for OBP as effective campaigns posted on Instagram and TikTok, both organic and paid content. This study collected data through interviews, surveys, and observations on competitors’ social media. The interviews were conducted with OBP management, while the survey was employed using purposive sampling by distributing questionnaires to current and potential consumers of OBP. The results of interviews and surveys identified five competitors whose social media would be analysed. The content for Instagram and TikTok was then designed and uploaded from January to March 2022. According to the engagement rate based on reach and followers, OBP had a high engagement rate of 6.3% with 129 Instagram followers. With six followers on TikTok, OBP could obtain a respectable follower-to-like ratio. Several recommendations were made and discussed with OBP management to increase the number of Instagram followers and TikTok likes that can strengthen OBP’s position in the fashion industry.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Social media marketing; user acquisition; key opinion leaders; engagement rate
Subjects:	T Technology > T Technology (General)
Divisions:	Faculty of Engineering > Department of Industrial Engineering
Depositing User:	Ester Sri W. 196039
Date Deposited:	06 Nov 2024 09:08
Last Modified:	06 Nov 2024 09:08
URI:	http://repository.ubaya.ac.id/id/eprint/47394

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