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All Journal Gadjah Mada International Journal of Business Jurnal EMT KITA Journal of Economic, Bussines and Accounting (COSTING) Journal of Economics and Business UBS International Journal of Social Service and Research Jurnal Locus Penelitian dan Pengabdian Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Return : Study of Management, Economic and Bussines Jurnal Indonesia Sosial Teknologi Journal Research of Social Science, Economics, and Management El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Windasari, Nila Armelia
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Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

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Journal : Journal of Economics and Business UBS

 1 
Formulation Of Social Media Content Strategy For BabyRaf Jakarta to Increase Revenue Growth Sani, Delanny Dwi Nugrahini; Windasari, Nila Armelia
Journal of Economics and Business UBS Vol. 12 No. 1 (2023): Regular Issue
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i1.99

Abstract

BabyRaf Jakarta is a company engaged in the rental of children's toys and baby needs from birth to 8 years old. This company was founded in 2018. From the beginning until the end of 2021, the company experienced an increase in revenue. Even during the initial conditions of the pandemic. However, at the beginning of 2022, the trend of fluctuating income tends to decrease. As an effort to improve company performance, BabyRaf Jakarta is trying to focus on attracting customers according to its target market. Companies use social media Instagram to increase customer awareness. The company has a social media strategy, namely displaying several 4 types of content that are distributed through Instagram ads. After evaluation, the strategy is less than optimal in attracting customer interest to use products from BabyRaf. With the problem of social media owned by BabyRaf Jakarta, the author conducted various analyzes and then formulated a marketing strategy through social media Instagram, namely prioritizing the use of content that contains a portfolio of products and prices as well as informational content and its implementation. The analysis used is competitor analysis and root cause analysis. Competitor analysis aims to examine products, sales and marketing strategies of competitors from BabyRaf Jakarta. Meanwhile, Root Cause Analysis aims to identify the root causes of BabyRaf Jakarta's social media problems that are not performing well. The next step is to conduct a survey to find out the preferences of potential and existing customers in their interest in choosing Instagram content. There are 4 types of content studied, namely Informational Content, Product Portfolio & Price Content, Review Customer Content, and Promo & Discount Content. The survey results were processed quantitatively and analyzed using the Independent Sample T-test and ANOVA calculations. Based on the survey results, customers are more interested in the two types of content, namely Informational Content and Product Portfolio & Price Content. The solution to these problems is listed in the implementation plan which is outlined in the content schedule. In the content schedule, the content that is most in demand by customers according to the survey results, has more broadcast schedules than other types of content. Then, social media content recommendations are made as strategy implementation content.
Proposed Social Media Marketing Content Strategy Through Instagram to Increase Sales Performance Of Fashion Business (Case Study: DMC.id) Putri, Rahma Hanum Kusuma; Windasari, Nila Armelia
Journal of Economics and Business UBS Vol. 12 No. 1 (2023): Regular Issue
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i1.100

Abstract

Dress Me Chic (DMC) is an online business, engaged in the fashion industry. DMC focuses on fast fashion selling Excess Clothing from Exports which exists to help women’s problems mainly in satisfying their basic needs, especially in fashion. DMC provides a wide variety of products to mix and match which are up-to-date and come with versatile designs. DMC comes with an “Affordably Stylish”, with a special price since DMC does business process innovation. The market target of DMC is a white-collar woman worker who has various activities. DMC's competition in the sector of fast fashion is surely expanding as the digital era develops.  DMC does not outperform in social media marketing in the digital era compared to rivals. This causes DMC's sales to show neither an increase nor a decrease in the past year. DMC's sales are not proportionate with the number of Social Media Instagram followers; hence, many followers are not consumers because they simply follow DMC’s Instagram and do not purchase. Due to this circumstance, DMC is attempting to concentrate on attracting customers using the social media Instagram in order to raise customer awareness. In order to make DMC competitive in the industry, this research aims to determine the best Social Media Marketing Content Strategy. This study analyses the issues that DMC account followers face on Instagram, specifically addressing the precise reasons why followers do not make purchases at DMC. The author identifies problems using Root Cause Analysis with the aim to identify the root cause of DMC’s social media that are not performing well. The author found that DMC has not created an attractive and right content strategy on social media that can facilitate the target market in ordering products.  The author applied quantitative & qualitative research on followers of the DMC’s Instagram, who rarely or had never bought DMC. As a result of the research, the author has proposed new content strategies in the form of Try-On Content, Mix & Match Content, CTA Content, Promo Content, and several contents based on customers’ opinions. This strategy is supported by a planned implementation structure adjusted to the time plan made and justification for the budget plan. This combination proposed the best plan for the target market, which assists in increasing the number of engagement conversions for improving sales performance.
Co-Authors Abdinegara Kabut, Stenaldo Aditya, Aria Belgiawan, Prawira Fajarindra Daviana, Syifa Fakhirah Ferica, Michelle Firdausya, Asty Garnida, Nita Hermawan, Juan Ramadheni Husnita, Husnita Manalu, Sarah Lasroma Mayangsari, Lidia Muliadewi, Zakina Putri Mussry , Jacob Silas Nisful Laila Nisrina Hanna Fakhrya Persada, Satria Fadil Putri, Rahma Hanum Kusuma Rahmawati, Nadiya Reza Ashari Nasution Sani, Delanny Dwi Nugrahini Utomo, Farhan Aditya