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Nurfadilah, Lucy
Sangga Buana University
Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences

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MARKETING COMMUNICATION STRATEGY FOR CHILDREN'S CLOTHING THROUGH SHOPEE E-COMMERCE : A CASE STUDY OF SAGA BANDUNG ONLINE SHOP Widyapuri Prasastiningtyas; Arifiyusuf Noor Islami; Witri Cahyati; Lucy Nurfadilah
TOPLAMA Vol. 3 No. 3 (2026): TOPLAMA
Publisher : PT Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/tla.v3i3.540

Abstract

This study, entitled “Marketing Communication Strategy for Children’s Clothing Through Shopee E-Commerce (A Case Study of Saga Bandung Store)”, aims to identify and understand the marketing communication strategies implemented by Saga Bandung in marketing children’s clothing products on Shopee. Using a qualitative research method with a case study approach and supported by the Marketing Communication Theory by Schiffman and Kanuk (2004), the Marketing Communication Strategy Theory by the Four A’s (in Sulaksana, 2005), and based on the 4P Marketing Mix Theory by Kotler and Keller (2016). Data were collected through in-depth interviews, observations, and documentation. The findings reveal that Saga Bandung’s marketing communication strategy through Shopee has proven effective by maximizing the platform’s features, maintaining consistency in market analysis, focusing on product volume and store quantity (“store boom”), and integrating the marketing mix (4Ps), namely product, price, place, and promotion. However, a high dependency on Shopee creates vulnerabilities for the business, such as performance decline due to platform penalties, limited distribution channels, and the absence of expansion to other platforms. Additionally, the limited number of staff results in suboptimal responses to customers. These findings are expected to serve as a reference for similar businesses and contribute to the development of marketing communication strategy theory within the context of digital business.
Co-Authors Agrie Wahyudi Khrismawan Ahmad Zulfahmi Ubaidillah Annisa Rachmawati Aprianti, Ine Arifiyusuf Noor Islami Beki Subaeki, Fatkhan Gunawan, Aldy Rialdy Atmadja, Beki Gunawan, Yanyan Gusti Nugraha Ine Aprianti Ine Aprianti Ine Aprianti Ine Aprianti Khaerul Manaf Naufal, Yogascitra Nugraha, Taufik Prasastiningtyas, Widyapuri Rika Kartika Rika Kartika Rusmin Nuryadin Siti Ainun Nining Safitri Taufik Zulfikar Taufik Zulfikar Widyapuri Prasastiningtyas Witri Cahyati