Proposed Augmented Reality (Instagram Filter Try-On) as Promotion Strategy to Increase Brand Awareness for Start-Up Business (Case Study on Small and Medium Enterprise Fashion Brand Boboya Wear)

: Boboya Wear is a local fashion brand that specializes in women's fashion that offers daily wear that has unique embroidery accents on each product and has a variety of colors. The main issue of Boboya Wear is bad product sales and tend to be unstable, so that it becomes an issue for Boboya Wear. The purpose of this research is to find out solutions to solve company problems. One of the problems faced by Boboya Wear is that the product is not relevant to what consumers want or the trend regarding the product has out of trend. Resulting in fluctuating sales and a small variety of products so that consumer choices are low and this caused by bad production timeline and inconsistent promotion strategies. To analyze more deeply the researchers used primary data by distributing questionnaires to analyze consumers and used secondary data from Boboya Wear Instagram and Shopee Insight. Researchers used Ishikawa fishbone diagrams to find out more about the problems faced by Boboya Wear. After analyzing the internal and external situation of Boboya Wear using 4Ps marketing mix, SWOT, STP, five forces porter, competitor analysis, and customer analysis. The solution is to implement AR Instagram filter try-on as promotion strategy and develop new products and packaging, collaborate with influencers using AR try-on, create bundling promo, and educate the audience about AR try-on technology. The AR try-on technology used is Instagram filter because the installation cost is cheaper and easier. The results of the questionnaire from total 100 respondents agreed that the implementation of AR Try-on could help them in choosing the product they wanted and create shopping experience more pleasant and fun. The business implementation plan that will be carried out is by optimizing the implementation of AR try-on, making new products and packaging and implementing AR try-on.


INTRODUCTION
Fashion industry right now can be considered as most competitive industry. Fashion industry involves lot of roles like makeup artist, stylist, textile designer, retail merchandiser, graphic designer, photographer, publicist, and marketing professional. Because of this fashion industry considered as most competitive industry especially during pandemic covid-19 most fashion business going up and down and the completely compete each other. Trend that changing also contribute fashion industry to be more competitive. Business in fashion industry must continually create a new product based on what trends happening right now. It means a fashion brands need to adapt to new trends and sell more products even there are no guarantee that the products will success on the market. This kind of market that always changing contributes to fashion industry to be really competitive among other industry. In fashion industry brands also need to be creative among other brands. It creates intense competition to create a creative campaign for each product. There is a pressure to create original designs and creative marketing strategy meanwhile lot of competitor probably will replicate the design and strategy easily. Pandemic situation has certainly shaken some industry like offline retailer as example that had massive declines in sales and traffic at the start of pandemic and now even both have gone to zero. In North America fashion retailers has shut down their doors for customers and workers due compliance with government orders. This announcement caused the brand close the store and having disappointing sales in the fourth quarter of 2019 and declines the traffic in February 2020. Because of this most customers shift the buying behaviour from offline to online. But online retail can't keep pace because customers' engagement with fashion brands is .1 shown the problem that identified for Boboya Wear is fluctuating sales of goods, poor marketing strategy (inconsistent), and less products variant. Fluctuating sales caused by poor marketing strategy so the Boboya Wear products did not match with customer demand, poor marketing strategy caused by less products variant so it was really hard if Boboya Wear only depending on the old product that already out of trends. After exploration of the business problem that consists of fluctuating sales of goods, poor marketing strategy, and less product variant researcher use SWOT, marketing mix 4P (product, price, place, and promotion), and STP (segmentation, targeting, positioning) for our internal analysis. Besides internal analysis, researcher also conduct external analysis by analysing our competitors and consumers, researcher also use Porter Five Forces analysis and external factor like economic growth and fashion forecasting trends. After conducting internal and external analysis researcher will analyse the root cause of the business issue and how to solve the problem. After researcher finding the root causes researcher want to propose formulate solution to solve the business issue and one of the solution we want to propose is by using augmented Reality (Instagram filter try-on) as promotion strategy by explaining the SWOT (strengths, weaknesses, opportunities, and threats) of using AR as promotion strategy. After we propose the AR (Instagram filter) as a promotion strategy to increase brand awareness so it can solve the problem (fluctuating sales of goods, poor marketing strategy (inconsistent), and less products variant). Researcher will compare the difference between using AR and not using AR as our promotion strategy generally by conducting few information from other brands that use AR as their promotion strategy. If the result after implementing AR technology is better than before implementing AR technology the next step is to focus on improving AR technology on Boboya Wear Instagram as product advantages over competitors. And if the results of implementing AR technology doesn't give any benefit for Boboya Wear researcher will evaluate what kind of strategy that will be useful for our fashion brands because customers behaviour change really fast and Boboya Wear need to adapt really fast too.

AUGMENTED REALITY
Augmented reality (AR) is the development of a virtual world created through digital visual elements, sounds, or other sensory stimuli delivered through technology (Hayes, 2020 commonly called virtual reality. While using virtual reality users can't see the real world around him, therefore virtual reality creates a new virtual object (Azuma, 1997).

RESEARCH METHODOLOGY
A specific procedures or techniques used to identify, select, process and analyse information about a topic in research paper. The methodology is to critically evaluate a study's overall validity and reliability. Research methodology is a scientific way to obtain data with certain purposes and uses (Sugiyono, 2017). The research method used by the researcher is a quantitative method by conducting a case study on fashion brand named Boboya Wear. This quantitative research method usually measures objective facts through interrelated research variables. The reason the researcher chooses the quantitative method is that the researcher looks for supporting data for this study using a questionnaire distribution which in the end draws conclusions from the results of the distribution of the questionnaire.

PRIMARY DATA
The research data of this research will be conducted from two sources; primary data and secondary data. Primary research data will be obtained from audiences who meet the requirements to fill out the questionnaire; namely, woman, have you ever bought clothes online, have bought or never bought a Boboya Wear product, and have used AR Virtual Try-On or at least heard about the technology to answer the questionnaire that the researcher gave.

SECONDARY DATA
This study has secondary data from textbooks, online journals, articles from the internet, and Boboya Wear reports related from business issue (Instagram Insight and Shopee Seller Insight). Instagram and Shopee insight help us analyse the internal and external business condition. The researcher also added some supporting information from online articles and previous journal research.

RESEARCH DESIGN
Research design defines the strategies that researchers use to integrate or combine the various components of research in a coherent and logical way (D. A, 2006). The function of research design is to ensure that the evidence obtain when doing research is effectively solve the research problem and unambiguously (Creswell, 2018). The collection, measurement, and analysis of data from a blueprint can be defined as a research design (D.A, 2006).

ROOT CAUSE ANALYSIS
Root cause analysis is a tool or method that helps researchers to find out the root cause of a business problem and find out what is the best solution for the problem. Root cause analysis help business to solve the problem by creating efficient corrections to prevent similar problems in the future. Diagram that we used for identifying the problem is using Ishikawa fishbone diagram.

ANALYSIS OF BUSINESS SITUATION (INTERNAL)
For now, the problem faced by Boboya Wear is the lack of customer buying interest in Boboya Wear products, when launching the first product on March 2021, consumer enthusiasm is very high and product turnover moves quickly for new brands. And now, in our opinion, consumer behaviour is changing, which may be caused by a small variety of products, the content presented on social media is too hard-selling, the lack of interaction between consumers and brands. In case of that Boboya Wear will analyse internal condition by using STP (segmenting, targeting, and positioning) and Marketing Mix 4P (product. price, place, promotion) Using STP method is to know how is the segmented audience of Boboya Wear, how is the targeting of Boboya Wear audience, and how Boboya Wear positioning the brand itself on the market so Boboya Wear can penetrate the market among competitors. Using Marketing Mix 4P method is to know how Boboya Wear product compete with competitors, how is Boboya Wear products price compare with other fashion brands, where is the place of Boboya Wear sell the products, and how Boboya Wear promote the products and make customers interest buying the products. and strengths of the companies. Five forces porter used to understand the level of competition of companies in certain industry and how to enhance the long-term profitability (The Investopedia Team, 2020). Competitive rivalry in fashion industry considered as high because fashion industry are basic human needs and there are lot of new comer fashion brand that join the marketplaces. Fashion industry also easy to running besides other business industries and moreover here in Indonesia there are lot of vendor can help many brands realize their idea into products. Minimalist and simple life wear fashion has been part of lifestyle right now, brands like Muji or Uniqlo considered as a pioneer of minimalist and simple life wear. Boboya Wear join into the markets a new comer that offer a minimalist and simple life wear with affordable prices and good products quality. The power of suppliers also affect the brands to produce a new products, because when the material of the products that brought from supplier increase high it will affect to Boboya Wear production costs. It makes the bargaining power of suppliers become high because sometimes the price increase but sometimes the price is stable. To handle the bargaining power of buyer in fashion industry is to create a product differentiation among others. Boboya Wear has been create a added value on the products like always give free sticker, pin, warranty card, and premium packaging. Besides of that the model of Boboya Wear products also catchy and can be wear in any occasion. To prevent the bargaining power of buyer for Boboya Wear is by always give good offer to Boboya Wear customers like giveaway products, create a special discount, and other. The threat of new entrants can be dangerous for Boboya Wear because lot of people can easily create a fashion brand by producing it massively. But Boboya Wear here offer a different product that give a simplicity of lifestyle wear with affordable prices. Boboya Wear also give added value that researcher already mentioned on previous paragraph (free sticker, pin, warranty card, and premium packaging). So, Boboya doesn't need to worry of new entrant can affect the business as long Boboya Wear always produces something new and related with what customers want. Threat of substitute products considered low for Boboya Wear because if there are many fashion products like outerwear, vest, t-shirt, shirt, blazer, and others there are low chance to replace the fashion products by other products. But in my opinion, fashion substitution products can be replaced with eco-friendly fashion products and researcher also think that consumers not yet adapted to eco-friendly fashion products.

Competitor Analysis
Competitor defined as a person, team or company that competing each other and it can be in form of produce or services that identical by adjusting the pricing point (Cambridge Dictionary, 2022). . The benefit of competitor analysis is to help build better strategies to compete competitor dominate them. In this research there are two competitors named Shopatkey and Dizayn. Both brands are used to selling similar products and also bring the same concept of "comfortable and simple lifestyle wear".

Customer Analysis
Customer defined as a individual or business that purchase a products or services from another company (Kenton, 2021). The most important thing when running a business is a customer because customers drive revenues, without customer business won't exist. Customer analysis is a critical component of any business in all stages of growth and when we conducting customer analysis is to define who is the target market and create a strategy how to reach them effectively (CMG consulting, 2021). Customer analysis is done to find out how customers will give feedback to the products offered and to see how customer behaviour and perception of Boboya Wear product. Customer analysis is done to find out if there is any feedback from customers about Boboya Wear products so we can evaluate the products and create better products in the future.

RESULT AND DISCUSSION
Respondent in this study are consumers who bought fashion product online, already buy the Boboya Wear product or not yet buy the product, and at least ever heard of AR Virtual Try-on technology or have used the technology. This research is aimed to find out

Perceived Playfulness on Comfortable and Enjoyable
Based on figure 3.2, 49 out of 100 of the respondents is strongly agree that AR Virtual Try-On technology create immersive shopping experience. 47 out of 100 the respondent is agree that AR Virtual Try-On technology can make the shopping experience become more immersive and fun. 4 out of 100 respondent is tend to be neutral towards use AR Virtual Try-on technology. It shows that AR Virtual Try-On can give fun shopping experience and more comfortable.   .2 shows 43 out of 100 respondents is strongly agree that AR Virtual Try-On technology can help consumers in making purchasing decisions. 47 out of 100 respondents is agree that AR Virtual Try-On technology can help consumers in making purchasing decisions. 3 out of 100 is tend to be neutral toward use of AR Virtual Try-On technology. 7 out of 100 respondents is disagree and strongly disagree that utilization of AR Virtual Try-On technology can help customers decides buying the products. Figure 3.3 shows 45 out of 100 respondent is strongly agree that AR Virtual Try-On technology can increase efficiency and effectiveness when buy fashion products by online. 46 out of 100 respondent is agree that AR Virtual Try-On technology also can increase the efficiency and effectiveness when buy fashion products by online. And 6 out of 100 respondent is tend to be neutral of useful of AR Virtual Try-On technology. 3 respondent is disagree that AR Virtual Try-On can increase efficiency and effectiveness when buy fashion products online. Based on figure 3.3 it shows that AR Virtual Try-On can increase efficiency and effectiveness when customer want to buy fashion products online because AR Virtual Try-On can help them to see the overview of the product virtually. .4 shows 50 out of 100 respondent is strongly agree that the useful of AR Virtual Try-On technology when buying fashion product online is can increase the suitability of the product with customers desired style. 49 out of 100 respondent also agree too that AR Virtual Try-On technology can help increase the suitability of the products with desired style. 3 out of 100 respondent is tend to be neutral of useful the AR Virtual Try-On technology. And the rest of the respondent is strongly disagree that AR Virtual Try-On technology can help customers get the desired style. .5 shows that 47 out of 100 respondents strongly agrees that the usefulness of AR Virtual Try-On technology when buying fashion products online can help customers choose product colour that is suitable for customers. 43 out of 100 respondents is agreed too that AR Virtual Try-On technology can help customers choose products colour that suitable for them. 8 out of 100 respondents tends to be neutral, and the rest of the respondent is disagreed that AR Virtual Try-On technology can help customers choose what products colour. But brands need to create a lot of varieties in order to maximize the usability of the AR Virtual Try-On technology. .6 shows that 49 out of 100 respondent is strongly agrees that AR Virtual Try-On technology can help give product overview with immersive and fun experiences. 50 out of 100 respondent also agrees that AR Virtual Try-On can help give product overview with immersive and fun experiences too. 1 out of 100 respondent tend to be neutral either they are disagree or agree. It shows on the following figure that AR Virtual Try-On can help customers give a product overview virtually on customers bodies and it will be really fun for customers.   .7 shows that 46 out of 100 respondent strongly agrees that AR Virtual Try-On technology can help try a lot of fashion products without having a commitment to buy the products and it gives fun experiences. 52 out of 100 respondents is agreed too that AR Virtual Try-On technology can help customers try a lot of products virtually and gives fun experiences. 2 out of 100 respondents tend to be neutral answering the questionnaire. It also shows on the following figure the usability of AR Virtual Try-On can help customers try lot of product varieties without having commitment to buy the products. It also gives immersive and fun shopping experiences. .8 shows that 51 out of 100 respondent strongly agrees that AR Virtual Try-On can provide fashion products virtually. 48 out of 100 respondents is agrees that AR Virtual Try-On technology can help give fashion products an overview virtually. 1 out of 100 respondents tend to be neutral either they disagree or agree. It shows on the following figure that AR Virtual Try-On is interesting because customers can get the product overview on their bodies virtually.   .10 shows that 18 out of 108 respondents is strongly agreed that customers will buy fashion products that have AR Virtual Try-On technology. 37 out of 100 respondents also agreed that customers will buy fashion products that have AR Virtual Try-On technology. 28 out of 100 respondents tend to be neutral and the rest of the respondents is disagreed and strongly disagree. It seems that if the brands have the AR Virtual Try-On technology it would be a great added value and even if the brand doesn't have the technology, that's not a big issue. .11 shows that 18 out of 108 respondents are strongly agreed will find fashion brands that have AR Virtual Try-On technology before buying the products. 38 out of 100 respondents is agreed will find fashion brands that have AR Virtual Try-On technology before buying the products. 21 out of 100 tends to be neutral. The rest of the respondents is disagreed and strongly disagree that they will buy fashion products from a fashion brands that offers AR Virtual Try-On technology on their products. According to all following figure from perceived playfulness, perceived usefulness, perceived enjoyment, and buying interest it shows that most of the respondent is strongly agree and agree that AR Virtual Try-On features can create immersive and fun shopping experience because customers can see the product overview on their bodies virtually. It also shows that by implementing AR Virtual Try-On can help them decide to buy the fashion products and can increase efficiency and effectiveness of online shopping experiences. Most of the respondent agree that AR Virtual Try-On can increase buying interest but respondent doesn't really care if the fashion brands doesn't have the AR Virtual Try-On technology. But if the brand offers the features it will be good advantages point for the brands.

SWOT ANALYSIS
SWOT (Strengths, Weaknesses, Opportunities, and Threats) is a analysis framework that used to evaluate company competitive position in current industry and to propose or develop new strategic planning to compete with other competitors (Kenton, 2021). The overall evaluation of company strengths, weakness, opportunities, and threats it's called SWOT analysis by monitoring the