Proceedings of the 2023 Brawijaya International Conference (BIC 2023)

<Previous Article In Volume
Next Article In Volume>

Digital Marketing Design for Strengthening The Fashion Industry

A Case Study at an Indonesian Fashion Business

Authors
Alfarrel Daffa Hasan1, Esti Dwi Rinawiyanti2, *, Jerry Agus Arlianto2
1University of Surabaya, Surabaya, Indonesia
2University of Surabaya, Surabaya, Indonesia
*Corresponding author. Email: estidwi@staff.ubaya.ac.id
Corresponding Author
Esti Dwi Rinawiyanti
Available Online 29 October 2024.
DOI
10.2991/978-94-6463-525-6_71How to use a DOI?
Keywords
Social media marketing; user acquisition; key opinion leaders; engagement rate
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 2023 Brawijaya International Conference (BIC 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
29 October 2024
ISBN
978-94-6463-525-6
ISSN
2352-5428
DOI
10.2991/978-94-6463-525-6_71How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Alfarrel Daffa Hasan
AU  - Esti Dwi Rinawiyanti
AU  - Jerry Agus Arlianto
PY  - 2024
DA  - 2024/10/29
TI  - Digital Marketing Design for Strengthening The Fashion Industry
BT  - Proceedings of the 2023 Brawijaya International Conference (BIC 2023)
PB  - Atlantis Press
SP  - 639
EP  - 648
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-525-6_71
DO  - 10.2991/978-94-6463-525-6_71
ID  - Hasan2024
ER  -