Articles

Relationship between Promotion Mix and Brand Awareness (Case Study: Dizayn)

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Indonesia is one of the most developed countries in Southeast Asia, there are many designers from Indonesia who have achieved success at the international level. The Indonesian fashion industry currently contributes 20% to the creative economy sector. In this case, the government also contributes to developing the country’s fashion industry in various ways by making policies, providing capital support, and carrying out digital transformation. The development of fashion today is quite rapid, various styles of clothing can change quickly. In addition, the use of technology can be said to be inseparable from human life today. Based on data, technology users in Indonesia continue to grow and are expected to continue to increase until 2025. Various kinds of special brands in Indonesia have sprung up to compete with their respective characteristics. Now there are many consumers who buy clothes with various brand choices online, whether in the marketplace or on social media. Marketplace income in terms of clothing is also experiencing a positive impact from sales of fashion products and in 2020, even during a pandemic, people prefer to buy fashion products over other products. Even in Bandung itself, fashion is a sector that contributes to PAD (Pendapatan Asli Daerah). Bandung is also often used as a benchmark for Indonesian fashion, known as Paris Van Java, which on the other hand also attracts tourists to come to Bandung. One brand that utilizes social media and marketplaces to market and sell its products is Dizayn, which was founded in 2018 in Bandung. In running its business, Dizayn experiences problems in terms of brand awareness from the market, this needs to be studied to increase Dizayn’s brand awareness to compete with existing competitors. This study aims to analyze Dizayn’s current condition, propose the right promotion mix for Dizayn and propose an implementation plan for the promotional mix solution that has been made. The promotion mix has 5 (five) variables there are of advertising, sales promotion, personal selling, public relations, and direct marketing. The hypotheses of this study are as follows: H1 advertising has a positive relationship with brand awareness, H2 sales promotion has a positive relationship with brand awareness, H3 personal selling has a positive relationship with brand awareness, H4 public relations has a positive relationship with brand awareness, H5 direct marketing has a positive relationship with brand awareness. This study uses multiple linear regression analysis to see the relationship between the independent variable, namely the promotion mix, and the dependent variable, namely brand awareness. The results shows that advertising, sales promotion, personal selling, and direct marketing have a positive relationship with brand awareness, which means that H1, H2, H3 and H5 are acceptable. The promotion mix that has a positive relationship, direct advertising and marketing has the highest significant value, namely 0.000, where this value is less than 0.05. Meanwhile, public relations have a negative relationship, which means that H4 is rejected or unacceptable, which has a significance value of 0.420. The contribution of this research to science is so that in the future this research can be a reference or reference to see the relationship between promotion mix and brand awareness in different industries and larger companies. So that future research continues to develop according to the times. In addition, the results of this research are also expected to be applied by Dizayn so that he can compete fairly in the fashion industry which in the future can increase the contribution of the fashion industry to the creative economy sector and do not rule out the possibility of adding jobs.

Proposed Digital Marketing Strategy for Textile Companies (Case Study: PT. Aneka Tekstil Indonesia)

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PT. Aneka Tekstil Indonesia commonly called ATENDO is a company engaged in the textile sector. ATENDO has been producing textile products for the past three years or so, but until now there are still many people who do not recognize and do not believe in this company. This company faces the problem of a lack of brand awareness and a sense of trust from the public, resulting in several transactions being canceled by potential customers. In the midst of this digitalization era, people get more information and trust a company digitally through the internet. This study aims to help companies deal with problems related to promotional issues using internal and external company analysis. The results of the analysis show that the company has not carried out a marketing strategy through digital marketing. The author proposes the implementation of a new marketing strategy using new digital marketing techniques by creating a website for the company, then implementing SEO, and creating several social media for the company as a means of information and communication for testimonials from customers, some of these strategies are based on the results of internal, external, and SWOT analysis of the company.

Proposed Marketing Strategy to Increase Brand Awareness of Inagri

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The technological developments, population growth and the food needs of the Indonesian people in consuming food. Online grocery stores are growing to meet people’s needs in the digital era. That is what makes INAGRI as an online grocery sales company continue to innovate in agriculture. Starting to change online shopping behavior can be a huge potential market, but INAGRI faces many people who don’t know the INAGRI brand as an online grocery store company, so INAGRI’s sales have not reached the target. Therefore, what factors influence someone to know brand awareness really needs to be known. To create a successful marketing strategy, companies must analyze business problems with internal and external environmental analysis. External environment analysis consisting of; PESTEL (Politics, Economics, Social and Technology, Environment, Law), Porter 5 strengths, competitor analysis and consumer analysis using questionnaires and internal focus analysis on the marketing mix known as the 4P marketing mix and STP (Segmenting, Targeting and Positioning). The root cause of the problem says that brand awareness is not high enough, so purchase intention is also not high enough. This research is a quantitative study using Partial Least Square-Structural Equation Model (PLS-SEM) data analysis with the help of Smart PLS 4.0 software. Primary data was obtained from distributing questionnaires to 220 respondents. The results of data processing show that the variables Sales promotion, advertising, brand interactivity have a positive effect on brand awareness. Only content quality has no effect, then brand awareness also has a positive effect on purchase intention. Recommended marketing strategy recommendations are Providing product promotions with brand interactivity and creative advertising, collaborating with influencers, optimizing and making Video TikTok and Instagram sales marketing through social media, participating in marketing events to increase brand awareness and improve the quality of human resources by attending training digital marketing for INAGRI employees.

Proposed Marketing Strategy for Schouten.id to Increase Brand Awareness and Purchase Intention

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Schouten.id is a local men’s fashion brand that sells basic wear products and was founded in 2017. Schouten currently has five product categories: outerwear, shirts, pants, and hats. Every year, the number of MSMEs in the fashion sector grows, resulting in the emergence of many new competitors; however, some old competitors have also become obstacles. According to Schouten’s sales data from 2020 to 2022, sales have fluctuated. The author conducted preliminary interviews with fifteen random people, only two of whom were familiar with the Schouten brand. With these findings, it is possible to conclude that Schouten’s use of social media and promotional methods is still not optimal, resulting in a lack of brand awareness. According to the fishbone diagram’s description of the problem, the fluctuations that occur in Schouten are also influenced by product and place factors. The purpose of this research is to determine what factors cause sales fluctuations at Schouten, what factors influence purchase intention, and what marketing strategy suggestions are appropriate to increase brand awareness at Schouten. To achieve the research objectives, the authors will conduct external and internal analysis, resulting in TOWS as a solution. PEST analysis, Porter’s Five Forces Analysis, competitor analysis, and customer analysis were used for external analysis. Customer analysis was conducted by distributing questionnaires at random to 200 respondents, including potential customers. SmartPLS 4 is then used to process the data using the PLS-SEM approach. Then, for internal analysis, VRIO analysis, marketing mix, and STP are used. The TOWS matrix produced 11 strategies, and as many as six of them were chosen to formulate new marketing strategy proposals, which Schouten could then implement based on the implementation plans that had been created.

Proposed Marketing Strategy for Increasing Batik Danar Hadi Purchase Intention among Gen Y and Z

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Batik is Indonesian heritage that remains popular and have special place in Indonesia’s fashion industry. Indonesian people nowadays especially generation Y and Z use batik only on certain occasions because most of them still have the impression that batik is old-fashioned and only can be used in certain events. Batik Danar Hadi is one of pioneers for batik brand in Indonesia, their products can be worn daily which not only used for formal or important occasions. This study aims to examines how ad informativeness, ad persuasiveness, and brand awareness variables will influence purchase intention on Batik Danar Hadi with generation Y and Z as the objects. After analysing the result, Researcher proposed marketing strategy to Batik Danar Hadi according to the research results. Researchers have distributed questionnaires to assess the variables of ad informativeness, ad persuasiveness, brand awareness and purchase intentions. The results of the survey were 426 respondents, 350 respondents filled in completely, 25 respondents were dropped due to invalid data (including inverse, standard deviation, and outliers), leaving 325 respondents who met the criteria. Before distributing the research questionnaires, the researcher had carried out a small sample measurement of 30 people to get suggestions, input, and comments from respondents if there were statements that could not be understood. In this study, instrument testing was carried out with reliability and validity tests, model testing, and hypothesis testing using the SmartPLS3 test tool. The researcher developed the solutions as a solution for the business issue in a form of marketing strategy. The results of this study indicate that ad informativeness and ad persuasiveness have a positive and significant effect on brand awareness, while brand awareness has a positive and significant effect on purchase intention.

Proposed Marketing Strategy for Fashion and Accessories Brand to Increase Brand Awareness and Sales Performance (Case Study: Carbon is Lyfe)

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The world of fashion and accessories is now growing quickly. The presence of digital platforms for conducting marketing and promotion of products also supports this development. The growth of this industry presents Carbon is Lyfe, a local men’s fashion and accessory brand, with a chance to keep growing. However, Carbon is Lyfe encounters several challenges when growing its business, including low brand awareness and incompletely met sales goals. This study aims to analyze the internal and external environment of the Carbon is Lyfe company, identify the variables influencing customer’s brand awareness and purchase intentions for fashion and accessories, and recommend suitable marketing strategies for Carbon is Lyfe. The research method used is qualitative and quantitative methods. Qualitative methods are used to determine the internal condition of the company and are conducted by interviewing the CEO of Carbon is Lyfe. Meanwhile, quantitative methods are used to determine external business conditions, namely customer analysis, by distributing online questionnaires to the target market of Carbon is Lyfe. The questionnaire results were then processed using the PLS-SEM method using the SMART PLS software. After knowing the internal and external conditions of the Carbon is Lyfe business, the author uses a SWOT and TOWS analysis to formulate appropriate strategies to solve existing problems. As a result of this study, the authors propose five marketing strategies that are suitable for internal and external conditions to increase brand awareness and sales performance of Carbon is Lyfe.

Proposed Marketing Strategy to Increase Brand Awareness for Ana Tenun Sukarara

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Following the implementation of the new norms, such as the relocation of MSMEs, the economy of Indonesia is beginning to recover. Returning to the economy in Indonesia, the implementation of this new normal has caused all nations to recommend economic activities, such as removing social restrictions to encourage people to work. New normal activities are characterized by production and consumption patterns that have an impact on digitalization. This study aims to propose marketing strategies to increase brand awareness of Ana Tenun Sukara, the research method used is non-probability aside from the purposive sampling method, states that non-probability sampling is a sampling technique with a population selected based on its availability or considering it can represent the population while purposive sampling is a sampling technique in which this technique chooses purposive sample that aims subjectively by distributing questionnaires to 200 respondents and processing data with PLS- SEM and analyzing internally with Marketing MIX 4P , STP, VRIO and external companies with 5porter porces, PEST and Competitor analysis. The results of this study indicate that social media marketing has a significant positive effect on brand awareness, and social media marketing has a significant positive effect on purchase intention and brand awareness has a significant positive effect on purchase intention.

Proposed Marketing Strategies for CV. Ganesha Sora to Increase Brand Awareness and Sales

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MSMEs are the most important pillars of the Indonesian economy, contributing for 61.07% of GDP or $8,573.89 trillion rupiah. The MSME in the food processing industry is one of the most developed MSMEs. The presence of dairy products produced by these MSMEs benefits the food processing industry. The demand for dairy products in Indonesia has surged by more than 10% each year over the last ten years. Ganesha Sora is one of the MSMEs engaged in the production of dairy products that according to the company’s data is now facing a decrease in sales. Meanwhile, based on preliminary research and problem exploration undertaken by the author reveal that Ganesha Sora continues to have low brand awareness. The purpose of this research is to increase Ganesha Sora brand awareness, identify major product attributes that influence customer purchase intentions, and to design suitable marketing strategies to increase the chances of sales. This study will include both quantitative and qualitative methods. For consumer analysis and hypothesis testing, the quantitative method is used. Data is gathered by distributing questionnaires to respondents who buy mozzarella cheese products in stores and online marketplaces. The output is then processed by SMART PLS. The qualitative method is utilized in preliminary research by interviewing 10 respondents and the business owner. According to the findings of this research, businesses can boost brand awareness by engaging in marketing activities such as sales promotion and advertising, which also have a beneficial impact on purchase intention. The following finding is about important product attributes that influence customer purchase intention, which include convenience, taste, and availability. From those findings, the author makes several recommendations based on internal and external analysis, along with a SWOT and TOWS analysis for Ganesha Sora to increase sales by entering and selling products to tourist attractions, offering testers or price discounts, and providing buy one get one e-vouchers on monthly occasions such as 11.11, 12.12, and so on. Ganesha Sora can conduct advertising activities such as creating an advertising video that highlights the product qualities and campaigns #BanggaDairyBuatanIndonesia to raise awareness. Ganesha Sora can launch a new product in a lighter weight variation and rent cold storage space in numerous potential places to deliver the attributes that consumers value.

Implementing Growth Hacking Taxonomy to Increase Customer Growth in Small Business: Bloca Brand

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Indonesia is one of the Southeast Asian nations with the greatest economic activity. Micro, small, and medium enterprises (MSMEs) are one of the sectors that support the economy in Indonesia. Local fashion brands are gaining popularity in current conditions. The fashion sector has grown over the past year, every year the new brand has come which makes the competition stronger than before. This phenomenon occurred due to the fact that fashion is not only for primer needs, but it also reflects social and economic status, which is commonly related with popularity. Growth hacking can be characterized as the concept of online marketing. Using techniques of viral content distribution in social media, growth hacking operations aim to attract the greatest number of customers at the lowest possible cost. The second, equally vital objective is to retain customers by influencing their fantastic experiences through continuous product improvement and development. This research aims to find the best marketing strategies using growth hacking taxonomy to increase customers and the implementation plan of proposed strategies. The Author utilizes descriptive statistics and content analysis to analyze the collected data from questionnaires. The research found that the customer expectation is at a very high rate but the growth of the customer is unstable, even though the brand had collaboration with several influencers and other brands. Author indicates that the only online platform that the brand uses is Instagram with the story feature, meanwhile the duration of the feature only lasted for 24 hours. The Author proposed marketing strategies based on the customer lifecycle stage on growth hacking. Acquisition: Leverage other people’s audience, Activation: Learn flow on boarding, Revenue: Depiction of scarcity, Retention: Increase value, Referral: Automated sharing.

Proposed Marketing Strategy to Increase Brand Awareness for Coffee Shop Business (Case Study on Brand Payu Coffee & Eatery)

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The total distribution of Coffee in Indonesia is increasing every year, and it is in line with the growing of Coffee Shop industry in Indonesia, specifically in Jakarta. Payu is one of local SME Coffee Shop brand located in Gandaria, South Jakarta which was established in 2020. Building brand awareness is important for a new brand, particularly for SME company with an existence of less than five years like Payu. According to interview with Payu’s co-owner that Payu brand awareness is very low which in line with the result of questionnaire from total of 202 respondents shows that 68,8% never heard of Payu before. To analyse the root caused more deeply, researchers used Fishbone Diagram and Inter-relationship Diagram and found that Lack of Marketing effort is primary root cause for Payu. The purpose of this research is to propose a suitable marketing strategy to increase Brand Awareness for Coffee Shops like Payu. Researchers use both quantitative and qualitative methodologies in conducting research. Data collection is done by conducting in-depth interview, distributing questionnaires, and conducting a focus group discussion. The collected data is then used to do analysis based on the collection methods. Quantitative results are used to make Cluster Analysis and Brand Awareness Analysis. While Qualitative results is used to make Behavioural Shift analysis and Brand Concept Mapping. According to focus group discussion, customers are like the coffee trends like Ready-to-Drink Coffee and Snapchilled Coffee. After conducting analysis, the proposed marketing strategies are carried out. Based on BCM model, Payu are relatable with associations links “Nyaman” and “Kerja”. There are three new marketing strategies that can increase coffee shops brand awareness like Payu. First, developing Buyer Persona Creation strategy based on cluster analysis. Second, coffee shops can work with influencers who has audience driven from the Buyer Persona Creation strategy. Third, conduct a brand activation based on the association links from brand concept mapping and invite the chosen influencers.