| dc.contributor.advisor | Achsani, Noer Azam | |
| dc.contributor.advisor | Retnaningsih | |
| dc.contributor.author | Zatalini, Halimah | |
| dc.date.accessioned | 2021-09-12T13:16:30Z | |
| dc.date.available | 2021-09-12T13:16:30Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/109190 | |
| dc.description.abstract | Di Indonesia gaya berpakain obsolete fashion sedang tren, sehingga
membuka peluang usaha. Penelitian ini bertujuan untuk mengetahui harapan
konsumen terhadap bauran pemasaran 4P+P2C2S3 dan merancang strategi
pemasaran bagi toko online Shukufukuu.Id. Metode yang digunakan menggunakan
pendekatan 4P+P2C2S3 dan importance performance analysis (IPA). Aspek yang
diharapkan konsumen dalam membeli pakaian secara online adalah keragaman
jenis pakaian, keunikan model pakaian, desain pakaian, promo gratis ongkos kirim
pada pembelian pertama, dan promo di akhir bulan. Berdasarkan hasil analisis IPA
dan diskusi dengan pemilik, strategi pemasaran yang dirancang adalah menambah
ragam jenis pakaian sesuai preferensi konsumen, menambah desain dan model
pakaian rework, promo ongkos kirim gratis pembelian pertama, promo akhir bulan,
mengganti nama brand dengan nama yang lebih mudah diingat, mengikuti berbagai
event, dan menciptakan konten informatif, relevan, dan konsisten di media sosial. | id |
| dc.description.abstract | In Indonesia, obsolete fashion currently trending, thus opening up business
opportunities. This study aims to identify consumer expectations of 4P+P2C2S3
marketing mix and design a marketing strategy for Shukufukuu.Id. Method used
are 4P+P2C2S3 approach and importance performance analysis (IPA). Aspects that
are expected by consumers in buying clothes online are the variety types of clothing,
unique clothes model, clothes designs, free shipping promos on the first purchase,
and promos at the end of the month. Based on the results of the IPA analysis and
discussions with the owner, the marketing strategy designed are to increase the
clothes variety according to consumer preferences, add rework clothes, provide free
shipping promos for the first purchase, provide month-end promos, change brand
names with easier names, participate in various community events, and create
informative, relevant, and consistent content on social media. | id |
| dc.language.iso | id | id |
| dc.publisher | IPB University | id |
| dc.title | Pengembangan Strategi Pemasaran Toko Online Obsolete Fashion Shukufukuu.Id | id |
| dc.type | Undergraduate Thesis | id |
| dc.subject.keyword | Marketing mix 4P+P2C2S3 | id |
| dc.subject.keyword | Importance performance analysis | id |
| dc.subject.keyword | Obsolete fashion | id |
| dc.subject.keyword | Alternative marketing strategies | id |
| dc.subject.keyword | Online store | id |
