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All Journal Jurnal Ilmiah Ilmu Komunikasi Communique Journal of Artificial Intelligence and Digital Business
Ayunda, Kirana Sekar
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Arts Humanities Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Social Sciences

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ADORABLE PROJECTS’ DIGITAL MARKETING APPROACHES IN COMPETITIVE FASHION INDUSTRY Ayunda, Kirana Sekar
Jurnal Ilmiah Ilmu Komunikasi Communique Vol 7 No 2 (2025): Jurnal Ilmiah Ilmu Komunikasi Communique
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62144/jikq.v7i2.482

Abstract

Companies are compelled by the digital age's competitive phenomenon to not only develop innovative products but also to enhance customer loyalty and fortify their emotional bonds with them. In order to preserve and improve client relationships, Adorable Projects, a local fashion brand in Indonesia, uses digital marketing techniques. This study intends to examine these tactics. Data was gathered using semi-structured interviews, observations, and literature reviews as part of a descriptive qualitative methodology. According to the results, Adorable Projects makes good use of digital marketing techniques like social media, e-commerce, and themed material. The implementation of Integrated Marketing Communication (IMC) also contributes to the development of a unified brand experience across platforms. The brand's competitive position in the local market is strengthened by these strategies, which also improve customer engagement. Furthermore, the implementation of Integrated Marketing Communication (IMC) ensures a consistent brand experience across numerous platforms, reinforcing the company's identity and values. Key techniques include using visually appealing material customized to certain audiences, utilizing live-streaming features on e-commerce platforms for real-time interaction, and exploiting platform-specific features to improve customer accessibility and trust. The findings of this study are a great resource for businesses in similar industries trying to improve their digital marketing and IMC strategies. This study emphasizes the need of connecting campaigns with customer patterns and preferences in order to achieve long-term success in the competitive fashion business.
Evolusi Pemasaran Digital: Dampak Teknologi dan Media Sosial terhadap Perilaku Konsumen dan Strategi Bisnis Sari, Santi Romarantika; Ayunda, Kirana Sekar
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.3114

Abstract

Digital marketing has become a vital element of modern business strategy, transforming how companies engage with consumers through technology, data analytics, and interactive platforms. This study aims to explore the evolution of digital marketing and examine how emerging technologies such as social media and artificial intelligence (AI) influence consumer behavior and the design of marketing strategies. Using a literature review approach, this paper analyzes recent studies related to digital marketing, social media, and AI applications in business contexts. The findings reveal that while digital technologies create vast opportunities for personalization, efficiency, and data-driven decision-making, companies in Indonesia continue to face challenges regarding technology adoption, data privacy, and ethical issues in AI usage. Therefore, businesses must develop adaptive and sustainable marketing strategies that balance technological innovation with social values and a deep understanding of consumer behavior. The study highlights that successful digital marketing in the future will depend not only on technological advancement but also on the ability of organizations to integrate ethical responsibility, transparency, and sustainability into their strategic frameworks. This paper contributes to the growing body of literature on digital marketing by emphasizing the importance of responsible technology utilization in developing more relevant, competitive, and enduring business strategies in the digital era.
Co-Authors Sari, Santi Romarantika