Proposed Integrated Marketing Communications Strategy to Increase Brand Awareness and Sales of Women Apparel: Hijab Sabine

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The objective of this research is to formulate a novel marketing approach for a brand named Hijab Sabine. During the Covid-19 pandemic, the creative sub-industry, specifically the fashion sub-industry, experienced significant adverse effects. The Hijab Sabine brand is among those striving to recover and improve in the aftermath of the adverse effects of the Covid-19 pandemic. Over time, numerous new apparel businesses have emerged with product lines similar to that of Hijab Sabine. Although Hijab Sabine remains unchanged, new arrivals have shown greater progress. The primary factor responsible for this phenomenon is an inadequately developed marketing channel that has failed to adjust to the altered circumstances brought about by the COVID-19 pandemic.This study examines the issue at hand by conducting a comprehensive analysis of the brand’s sales results through the use of external and internal analyses. The external analysis includes PESTEL, Porter’s Five Forces, customer analysis, and competitor analysis, while the internal analysis involves an examination of the current STP, 4P marketing mix, VRIO, and BMC. The data for this study was obtained from in-depth interviews and observations. To summarize, the present study provides insights into the business strategy of Hijab Sabine and proposes recommendations for enhancing its marketing efforts and achieving success in the fiercely competitive market.

Proposed Marketing Strategies of Indihome TV to Increase Brand Awareness and Subscribers

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Over-the-top (OTT) platforms have experienced phenomenal global growth in recent years. Indonesians are increasingly turning to OTT for their favorite shows. Nearly one in three Indonesians now stream OTT. Indihome TV, is a Video Over The Top (OTT) application service that allows users to experience IndiHome TV on various devices. PT. Telkom’s development of its own OTT platform, such as Indihome TV, is crucial for maintaining a competitive edge in the telecommunications industry. However, despite the availability of IndiHome TV on the application, only a limited number of users are aware of its existence. There are only a few active users of the IndiHome TV app.The low number of subscribers of Indihome TV presents a significant challenge. To address this issue, it is crucial for the company to enhance brand awareness and develop strategies tailored to their target consumers. The objectives of this research are to increase brand awareness of Indihome TV, identify significant product attributes influencing customer purchase intention, and design effective marketing strategies to promote the Indihome TV premium package. A quantitative methodology is employed, involving customer analysis and hypothesis testing. Questionnaires are distributed to potential target market respondents who have previous experience with OTT platforms. The collected data is processed using SMART PLS. The research findings reveal that Social Media Marketing and E-WOM have a positive impact on Brand Awareness. Additionally, significant product attributes influencing customer purchase intention include content variety, available payment options, and compatibility. Both Brand Awareness and Product Attributes positively influence Purchase Intention. Based on these findings, several recommendations are made. These include collaborating with local film production companies to enhance content offerings, partnering with Telkomsel to create bundled packages, implementing a point-based system to encourage user reviews, and delivering a seamless user experience across platforms and devices. These strategies are derived from internal and external analysis, as well as the SWOTTOWS analysis and QSPM Matrix.

Proposed Omnichannel Strategy to Increase Sales Revenue in a Fashion Retail Company (Case: La Omvi)

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In recent years, the creative industry sub-sector of the fashion sector in Indonesia has become a profitable industry. The development of the fashion industry in Indonesia has contributed significantly, and the creative industry sub-sector group has become a leading sub-sector group. La Omvi, a fashion retail store brand established in December 2020, has experienced stagnation in sales. Due to its small population and predominately immigrant demographic, the Cikarang market has a limited range of products. This research aims to propose an effective omnichannel approach tailored to the specific needs and market conditions of La Omvi, with a focus on increasing sales revenue and enhancing the customer experience. The research employs qualitative methods, including in-depth interviews and observational analysis, to gather insights into customer experiences and expectations. Based on these findings, recommendations are provided to enhance the omnichannel strategy and drive sales growth for La Omvi. This research contributes to the understanding of effective omnichannel strategies in the fashion retail industry and provides practical insights for fashion retailers aiming to optimize their sales revenue through an omnichannel approach.

Business Growth Strategy of Personal Care Brand using VMOSA and Three Horizon Model (A Case of Evening)

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Evening, a mindful living personal care brand, seeks to overcome challenges in product innovation following the success of their Aromatherapy Eye Pillow. Despite having a loyal customer base, recent introductions like Scented Candles and Soap Bar have failed to gain significant traction. To address concerns about the product life cycle and ensure sustained growth and profitability, Evening conducted research using various analytical tools including RBV, Value Chain, PESTLE, and Porter 5 Forces. The findings were analyzed through the VMOSA framework to develop a vision and mission statement, and the Three Horizon Model was utilized to align objectives, strategy, and action plans. This integration allows Evening to balance current operations with future growth, fostering innovation, resource optimization, and alignment with long-term objectives. Analysis of Evening’s current state indicates the need to explore new business opportunities as the current model becomes less effective. To attract customers seeking research-backed offerings and overcome competition in the oversaturated skincare industry, Evening must venture beyond small-batch products. The key areas for innovation identified are: 1) creating products and experiences catering to shared wellness activities and embracing slow beauty and slow living, 2) incorporating multisensory integration to enhance consumer well-being outcomes, and 3) embracing personalization and technology by leveraging AI-driven solutions. To implement this growth strategy, Evening should consider recruiting a business partner, collaborating with a marketing agency, and creating a portfolio of new business ideas.

The Effect of Advanced Laser and Interferential Therapy on the Patient of Pes Anserine Bursitis in Occupational Rehabilitation- A Case Report

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A 30-Year-old male came to hospital with primary complaint of medial side right knee pain. Patient is watchmen by profession and involve long time standing without rest. He was diagnosed for pes anserine bursitis which is inflammatory condition. The aim of the present study is to implement advanced physiotherapeutic intervention with the conventional method for the better and long-term therapeutic effect in point of occupational rehabilitation. The study result concluded that interferential therapy with advanced laser therapy gave significantly swift and long-term effect followed by strength and conditioning of the lower limb. Procedure- a treatment session of 2 weeks included application of IFT and laser at lesion site to facilitate the response of pain and tenderness. We have used the pain scale, which is a visual analogue scale, to assess the efficacy of the modality. For 15 minutes, the patient received laser and IFT treatment. Conclusion- combining IFT and laser therapy can be used to treat pes anserine bursitis.

Proposed Innovation Strategy for Streetwear MSMEs using TOWS: Asbhoel

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MSMEs in Indonesia, especially in the fashion sector, have experienced significant growth. One of the fashion lines that continues to grow and is popular among Indonesians is streetwear. As a fashion center, Bandung has one of the leading streetwear founded in 2013, namely Asbhoel. A company ideally has stable sales because it shows that the company has the right strategy to maintain sales levels. At Asbhoel, there is a problem of decreasing turnover from 2019 to 2022 due to changes in consumer behavior after the Covid-19 Pandemic. This research was conducted to provide proposed strategy innovation on the problem limitations of the suitable business strategy in dealing with changes in consumer behavior after the Covid-19 Pandemic, which decreased Asbhoel’s turnover. The research method used is qualitative. Data were obtained by exploring literature studies on the development of the fashion industry, streetwear trends in Indonesia, increase in the number and revenue of fashion MSMEs, the contribution of the fashion industry sector to Indonesia’s GDP, business development, and business strategies to increase sales. The data was also obtained from interviews with owners to get sales data for 2019 to 2022 and other analysis-supporting data. The data brought were then analyzed using PESTEL, Porter’s Five Forces, dan Competitor Analysis as an external analysis method to determine environmental conditions outside the company as well as Resource-Based View and Value Chain Analysis as an internal analysis method to determine environmental conditions within the company, which is then processed using TOWS to formulate strategic innovations for UMKM Asbhoel.

Digital Marketing Strategy Formulation to Increase Engagement in Course and Training Institution Industry (Case Study: PT Karisma Garuda Mulia)

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PT Karisma Garuda Mulia is a course and training institution located in Malang City, East Java. The training programs created by PT Karisma Garuda Mulia are centered on developing IT and digital technology skills which include courses in Microsoft Office Professional, graphic design and multimedia, web development, digital architecture, civil engineering application, and digital marketing. Along with the emergence of online e-learning platforms, the business started to experience some difficulties. The problem faced by PT Karisma Garuda Mulia is the low engagement and lack of digital marketing strategy to help its business generate sales.

The purpose of this research is to create an appropriate digital marketing strategy to increase the engagement to help smooth the customer journey. This research is conducted by identifying problems internally and externally using STP Analysis, Marketing Mix (7Ps), PESTEL analysis, Porter’s Five Forces and competitor analysis. After doing those analysis, researchers also analyze the PT Karisma Garuda Mulia’s digital marketing efforts by incorporating the Hierarchy of Effects model.

This research is conducted using qualitative method. The researchers conduct an in-depth interview with several employees of the company to gain insights about the company’s digital marketing efforts. The result of the interviews indicates that there is a lack of appropriate digital marketing strategy used by the company. Using the interview insights, the researchers construct a digital marketing strategy using a RACE planning framework.

The result of this research is that the company needs an appropriate digital marketing strategy with a clear marketing channel in each stage of the RACE planning framework. The marketing channels used are search engine marketing and content marketing in reach stage, website and demo classes in act stage, email marketing and customer service support in convert stage, and lastly community building and feedback surveys in engage stage.

Antipsychotic Medication Adverse Effect on Autistic Patients among Saudi Papulation

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Background: Autism Spectrum Disorder (ASD) is a complex neurodevelopmental condition characterized by persistent impairments in social communication and restricted, repetitive patterns of behavior. Pharmacological treatments for the core symptoms of ASD are currently lacking, with existing medications primarily targeting associated symptoms and comorbidities such as irritability and psychiatric conditions. Early implementation of behavioral therapies has shown promise in alleviating core ASD symptoms and improving functional outcomes. Combining behavioral therapies with psychopharmacological monitoring is considered a beneficial approach.

Methodology: This cross-sectional study aimed to assess the level of knowledge regarding autism spectrum disorders among general care physicians and psychiatric physicians in a specific region. A self-reported questionnaire, comprising demographic information, understanding of autism, experience with patients with autism, and knowledge-based questions, was administered. The collected data were analyzed using Statistical Package for Social Science (SPSS) software.

Results: The study included 286 participants, with 59.1% acknowledging inadequate knowledge of autism spectrum disorders. However, 40.2% reported experience in diagnosing and collaborating with individuals with ASDs. Among the participants, 80.8% were aware of the challenges faced by children with ASDs in social interaction, communication, and behavior, while 61.9% correctly recognized the higher prevalence of ASDs in boys. The study also revealed potential adverse consequences of antipsychotic medication use in individuals with ASDs, including weight increase (67.8%), hyperprolactinemia (29.4%), extrapyramidal symptoms (32.2%), drowsiness (56.1%), and cognitive adverse effects (18.3%).

Conclusion: This study highlights a lack of knowledge among healthcare providers regarding Autism Spectrum Disorders (ASDs). This has implications for accurate diagnosis and effective treatment. The study also emphasizes the potential adverse consequences of using antipsychotic medications in individuals with ASDs. Additional education and training are needed to address these knowledge gaps and improve care for individuals with ASDs.

Emerging Market Entry: Innovative Marketing Approaches for Tirtagangga Hot Spring Resort Targeting Gen Z and Millennials

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Indonesia, a populous country, exhibits a significant population size. As per data from the Ministry of Home Affairs of the Republic of Indonesia via the Dukcapil Directorate General, the largest generation in Indonesia comprises Gen Z and Millennials. These two generations display various behavioral differences compared to preceding generations, particularly in their travel habits. In order to attain the national tourism target, the Ministry of Tourism and Creative Economy (Kemenparekraf) has designated Gen Z and Millennials as the primary target demographic. Tirtagangga Hot Spring Resort, currently undergoing rebranding efforts, aims to penetrate the Gen Z and Millennial market. Initial research suggests that Tirtagangga Hot Spring Resort faces challenges in attracting hotel guests from this new market. This study employs a quantitative approach, utilizing a questionnaire for customer analysis, and employs SMARTPLS for data processing and hypothesis testing. The research entails conducting interviews with 12 individuals, including business owners and their marketing department. The outcomes reveal a positive impact of Social Media Marketing on Brand Awareness and Brand Image, while Brand Awareness and Brand Image, in turn, positively influence Purchase Intention. Based on these findings, the authors propose several strategies to augment sales, leveraging the SWOT and TOWS tools encompassing both external and internal analyses. The recommended strategy revolves around diversifying promotional strategies that specifically target the hotel’s updated style and activities, aiming to captivate attention and generate interest. A key focus is placed on highlighting the hotel’s unique blend of modern aesthetics and hygienic surroundings. The promotional efforts should emphasize the newly adopted style of the hotel while concurrently advancing its renovation endeavors. This approach effectively showcases the hotel’s fresh aesthetic while preserving its renowned heritage. Additionally, the hotel should enhance its offerings by introducing supplementary activities and amenities, enriching the overall guest experience.

 

Analyzing Factors Influencing Purchase Intention for Crevolene Products from Evolene Company: A Study on Brand, Packaging, Promotion, Price, and Quality

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The Indonesian market for dietary supplements, including products like creatine supplement, has seen significant growth due to the increasing focus on health and wellness. With a rise in fitness activities and a health-conscious population, there is a target market for such supplements. From the interview with the CEO of Evolene, it revealed a notable fluctuation in Crevolene sales since November 2022, raising concerns about revenue stability and sustainable growth. Understanding the contributing factors, such as changing consumer preferences, market dynamics, and pricing fluctuations, is crucial to develop effective marketing strategies. Preliminary findings suggest that Crevolene is gaining recognition among individuals who engage in regular workout routines, indicating a potential target market. By focusing marketing efforts on this segment and analyzing purchase intentions, Evolene can tailor strategies to increase sales and align with customer preferences. Further research is needed to refine market segmentation and develop precise targeting strategies. The purposes of this study are to identify the factors that influence Crevolene product from Evolene company sales and to increase sales of Crevolene product of Evolene Company. This study uses a quantitative research method with descriptive statistics. The sample for this research consists of 207 respondents taken by using non-probability sampling method. The questionnaire will employ a Likert scale with five levels, representing an interval scale. Questionnaire will be distributed online. The research tool used in this research is questionnaire. The data analysis methods used are validity test, reliability test, classic assumption test and hypothesis testing using SPSS software. Based on the research results showed that price, promotion and packaging have significant influence on purchase intention. Consumers before making a purchase, commonly check pricing among several brands or goods. A product’s competitive pricing or superior value as compared to alternatives might influence consumers’ buying intentions. A product may become more alluring when compared to more expensive choices thanks to price reductions or promotions, Promotions frequently include discounts, exclusive deals, or incentives, which give the buyer the impression that they are getting more for their money. Their opinion that they are receiving a good price or additional benefits may affect their decision to buy, also packaging that is attractive and well-designed may draw customers in, stand out on store shelves, and provide a good first impression.