Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Maneggio: Jurnal Ilmiah Magister Manajemen
Ghaida Rifara Elverina
School of Business and Management, Institut Teknologi Bandung – Jakarta Campus
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Maneggio: Jurnal Ilmiah Magister Manajemen

 1 
Digitalization of Fashion: A Case Study On Digital Marketing Strategy of Modest Fashion Company During Pandemic Ghaida Rifara Elverina; Asnan Furinto
Maneggio: Jurnal Ilmiah Magister Manajemen Vol 4, No 1 (2021): Maret 2021
Publisher : Magister Manajemen Universitas Muhammadiyah Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30596/maneggio.v4i1.6563

Abstract

Covid-19 pandemic in Indonesia had impacted a decrease of sales in the clothing commodity industry including Muslim fashion. The object in this research is Modest Fashion Company as the first Muslim fashion e-commerce in Indonesia. This research aims to propose a solution for Modest Fashion Company to enhance sales during the pandemic. The methodology using qualitative methods. The data collection method used primary data from the questionnaire and interview then secondary data. The results showed only 54 of 143 consumers who shop at Modest Fashion Company during pandemic while the others preferred to shop at another e-commerce platform. Increasing demand for online shopping through various digital touchpoints during a pandemic should optimize for any company to be sustainable by implementing digital marketing. The proposed solution for Modest Fashion Company is using the RACE Framework as a digital marketing strategy. Using an influencer, social media, and virtual try-on as a new digital touchpoint for the company to adapt.
Co-Authors Asnan Furinto