Salsabila, Salma (2024) Marketing produk fashion Amicoid di media sosial dalam upaya menarik minat beli konsumen: Studi Kegiatan marketing public relations pada produk Amicoid di Instagram. Sarjana thesis, UIN Sunan Gunung Djati Bandung.
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Abstract
Indonesia: Fenomena yang terjadi saat ini dalam industri fashion menunjukkan persaingan yang semakin ketat, terutama di platform media sosial seperti Instagram. Amicoid, sebagai salah satu brand fashion di Bandung, berusaha untuk tetap relevan dan kompetitif dengan mengimplementasikan strategi yang efektif dalam hal tren fashion, harga, kualitas produk, dan segmentasi pasar. Penelitian ini dilakukan untuk mengetahui dan menganalisis pelaksanaan strategi Amicoid dari aspek penentuan tren fashion, penetapan harga, kualitas produk, serta segmentasi pasar yang digunakan dalam mempertahankan minat konsumen di Instagram. Penelitian ini menggunakan konsep 4P McCarthy yang terdiri dari product (produk), price (harga), place (tempat), dan promotion (promosi). Konsep tersebut terdiri dari pemantauan tren fashion terkini, penetapan harga yang mempertimbangkan kualitas bahan dan proses produksi, serta segmentasi pasar yang dilakukan dengan menganalisis data demografis dan perilaku followers. Penelitian ini menggunakan metode studi kasus untuk mendeskripsikan proses strategi pemasaran secara mendalam dan komprehensif. Paradigma penelitian ini menggunakan paradigma konstruktivistik. Pengumpulan data menggunakan teknik wawancara, observasi partisipasi aktif, dan dokumentasi. Hasil penelitian ini menunjukkan bahwa Instagram sebagai media baru mampu digunakan sebagai media Marketing Public Relations yang efektif bagi produk-produk Amicoid. Dengan memanfaatkan fitur-fitur interaktif dan relevan dari Instagram, Amicoid berhasil menjangkau segmen pasar utamanya, yaitu kalangan generasi muda. Strategi pemasaran yang adaptif dan inovatif di Instagram telah membantu Amicoid meningkatkan penjualan produk fashion mereka. Berdasarkan hasil penelitian, dapat disimpulkan bahwa strategi Marketing Public Relations yang diterapkan oleh Amicoid melalui Instagram sangat efektif dalam menarik minat beli konsumen dengan melalui 4 tahapan diantarannya, memantau tren fashion terkini, menetapkan harga yang kompetitif, menjaga kualitas produk, memanfaatkan Instagram sebagai media promosi untuk memasarkan produknya dan untuk menganalisis data demografis serta perilaku followers Amicoid di Instagram untuk menentukan segmentasi pasar yang tepat. English: The current phenomenon in the fashion industry shows increasingly tight competition, especially on social media platforms such as Instagram. Amicoid, as one of the fashion brands in Bandung, strives to remain relevant and competitive by implementing effective strategies in terms of fashion trends, prices, product quality and market segmentation. This research was conducted to determine and analyze the implementation of the Amicoid strategy from the aspects of determining fashion trends, pricing, product quality, and market segmentation used to maintain consumer interest on Instagram. This research uses McCarthy's 4P concept which consists of product, price, place and promotion. This concept consists of monitoring the latest fashion trends, setting prices that consider the quality of materials and production processes, as well as market segmentation carried out by analyzing demographic data and follower behavior. This research uses a case study method to describe the marketing strategy process in depth and comprehensively. This research paradigm uses a constructivist paradigm. Data collection uses interview techniques, active participant observation, and documentation. The results of this research show that Instagram as a new media can be used as an effective Marketing Public Relations media for Amicoid products. By utilizing interactive and relevant features from Instagram, Amicoid has succeeded in reaching its main market segment, namely the younger generation. Adaptive and innovative marketing strategies on Instagram have helped Amicoid increase sales of their fashion products. Based on the research results, it can be concluded that the Marketing Public Relations strategy implemented by Amicoid via Instagram is very effective in attracting consumer buying interest by going through 4 stages including, monitoring the latest fashion trends, setting competitive prices, maintaining product quality, utilizing Instagram as a promotional media for marketing its products and analyzing demographic data and behavior of Amicoid followers on Instagram to determine appropriate market segmentation.
Item Type: | Thesis (Sarjana) |
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Uncontrolled Keywords: | Marketing Public Relations; Amicoid; Instagram; Generasi Muda |
Subjects: | General Management > General Publications of Marketing General Management > Marketing Distribution |
Divisions: | Fakultas Dakwah dan Komunikasi > Program Studi Hubungan Masyarakat |
Depositing User: | Salma S. |
Date Deposited: | 04 Sep 2024 03:03 |
Last Modified: | 04 Sep 2024 03:03 |
URI: | https://digilib.uinsgd.ac.id/id/eprint/95807 |
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