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All Journal Jambura Agribusiness Journal JURNAL LENTERA BISNIS Jurnal Informasi dan Teknologi Community Development Journal: Jurnal Pengabdian Masyarakat International Journal of Engineering, Science and Information Technology Journal Of Human And Education (JAHE) Jurnal Sistim Informasi dan Teknologi Realible Accounting Journal Jurnal Pengabdian Masyarakat dan Riset Pendidikan Journal of Innovative and Creativity
Riesna Apramilda
Universitas Ibnu Sina
Agriculture, Biological Sciences & Forestry Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Physics Public Health Social Sciences Transportation Other

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Journal : Jurnal Sistim Informasi dan Teknologi

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Analysis of The Influence of Marketing Attributes Proper Identification, Brand Competitiveness and Digital Communication on Effectiveness of Local Fashion Brand Promotion in Global Market Yuni Dharta, Firdaus; Sayed Achmady; Riesna Apramilda; Dana Aswadi; Rini Setiowati
Jurnal Sistim Informasi dan Teknologi 2024, Vol. 6, No. 2
Publisher : SEULANGA SYSTEM PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60083/jsisfotek.v6i2.371

Abstract

This study aims to implement a strategic communication plan for a target brand at the international level, projected in relation to direct competition. This research uses a methodological design based on a descriptive documentary review with a deductive approach that utilizes secondary sources and surveys for in-depth analysis. In the digital era, communication and marketing strategies must adapt to market dynamics and evolving consumer preferences. Digitalization is changing brands' interactions with consumers, emphasizing personalization, two-way engagement, and the use of technology such as artificial intelligence. The target market for men's products is now more diverse, including men and individuals exploring gender fluidity, requiring brand strategies to adapt to this diversity. Surveys indicate that comfort and quality are the primary factors in selecting men's underwear, with price and design as additional considerations. Social media has a significant influence on purchasing decisions, even though the ideal images used by brands often do not represent everyday consumers. Technology enables more effective advertising and data-driven personalization. An effective communications strategy requires clear goals, detailed guidelines, and ongoing monitoring. By leveraging digital technology and social media and adapting product and marketing strategies, brands can build more personal and relevant relationships, increasing consumer satisfaction and loyalty.
Co-Authors Ajeng Andriani Hapsari, Ajeng Andriani Andayani, Mury Arief, Ilham Ariyanti, Rini Astuti, Enny Diah Baru Harahap Basuki Wisnu Dana Aswadi Djunaedi Djunaedi Eko Nur Hermansyah Feby Arma Putra Firdaus Yuni Dharta Firstianty Wahyuhening Fibriany Flora Grace Putrianti Frans Sudirjo Gusti Rao, Don Handayani, Sri Hendra Hendra Heppi Syofya, Heppi Hery Purnomo Husaini Husaini Indri Yani, Indri Irdiana, Sukma Judijanto, Loso Karyono Karyono Koerniawati, Dwi Kushariyadi Kushariyadi Kushariyadi Kusnadi, Iwan Henri Mahrani, Sri Wiyati Marsas, Endy Gunanto Menhard, Menhard Misbah, Sitti Rachmi Muhamad Risal Tawil Muhammad Ade Kurnia Harahap Muhammad Zakaria Muliyani, Nani Mustafa, Fahrina Nadi, Muhammad Abi Berkah Nur Isra Laili Nurbakti, Rezky Nurdiani, Tanti Widia Nurul Fadhilah Nurwijayanti Osman, Isnawati PA Andiena Nindya Putri Priambodo, Caka Gatot Rais, Rinovian Ramli, Akhmad Rini Setiowati Rio Haribowo Saeful Amin, Saeful Santosa, Muhammad Hery Sari, Chitra Indah Sari, Efti Novita Sayed Achmady Setyawan, Antonius Ary Setyawati, Kiki Sidjabat, Sonya Soegeng Wahyoedi Susatyo Adhi Pramono, Susatyo Adhi Tyahya Whisnu Hendratni Violin, Vivid Wahyuningratna, Ratu Nadya Wati, Yenny YULIANI