Marketing Mix Dalam Pemasaran Digital Brand Hijab Rayyah Dan Peran Brand Hijab Rayyah Dalam Industri Kreatif Sub-Sektor Fashion
Keywords:
creative industries, digital marketing, marketing mix, MSMEs, rayyah official
Abstract
Micro, Small and Medium Enterprises (MSMEs) are privately owned or group businesses. Marketing Mix in digital marketing is used by MSMEs so that their products can be recognized by the public both nationally and globally. In digital marketing, people can see products that are marketed digitally. MSMEs actors use the marketing mix to focus marketing efforts. MSMEs Brand Hijab Rayyah in Sidoarjo is an individual business that sells hijab products and has an important role in the creative industry of the fashion sub-sector in Indonesia. This study aims to analyze the marketing mix in digital marketing and the role of the Rayyah Hijab Brand in the Creative Industry, the Fashion Sub-Sector. This study uses a descriptive qualitative method with the marketing mix theory, according to Kolter and Armstrong. Product, price, place, and promotion will be analyzed. The role of the Rayyah Hijab Brand in the Creative Industry, Fashion Sub-Sector. The results of this study are that the Rayyah Hijab Brand implements digital marketing by utilizing Instagram to promote its sales. The strategy used by MSMEs owners is to provide a place for promotion by arranging attractive photos, holding giveaways, making discounts on each product on certain days and offering endorsements to celebgrams. The Hijab Rayyah brand implements 4P (product-price-place-promotion) in its digital marketing mix. The Rayyah Hijab Brand MSMEs also support the development of the Fashion Sub-Sector Creative Industry.
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Anjaningrum, W.D. 2021. Integrasi menuju industri kreatif yang kuat dan dinamis. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 15(1): 30-40. https://doi.org/10.32815/jibeka.v15i1.370
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Arsj, F.R. 2022. Analisis maraknya hijab button-scarves. Jurnal Industri Kreatif Dan Kewirausahaan, 5(2): 64-72.
Badan Ekonomi Kreatif. 2019. Opus creative economy outlook 2019.
Baderi, F. 2016. Kebebasan Ekonomi vs Kapitalisme. Neraca.Co.Id.
BOP Consulting. 2010. Mapping the Creative Industries : A Toolkit. The British Council.
Casadei, P., & N. Lee. 2020. Global cities, creative industries and their representation on social media: A micro-data analysis of Twitter data on the fashion industry. Environment and Planning A, 52(6): 1195-1220. https://doi.org/ 10.1177/0308518X20901585
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Dong, B., H. Xu, J. Luo, C.D. Nicol, & W. Liu. 2020. Many roads lead to Rome: How entre-preneurial orientation and trust boost the positive network range and entrepreneurial performance relationship. Industrial Mar-keting Management, 88: 173-185. https://doi. org/10.1016/j.indmarman.2020.04.016
Games, D., & R.P. Rendi. 2019. The effects of knowledge management and risk taking on SME financial performance in creative industries in an emerging market: the mediating effect of innovation outcomes. Journal of Global Entrepreneurship Research, 9(1): 1-14. https://doi.org/10.1186/s40497-019-0167-1
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Gazali, E. 2018. Pesantren Di Antara Generasi Alfa Dan Tantangan Dunia Pendidikan Era Revolusi Industri 4.0. OASIS : Jurnal Ilmiah Kajian Islam, 2(2): 94-109.
Gieure, C., Benavides-Espinosa, M. del M., & S. Roig-Dobón. 2020. The entrepreneurial process: The link between intentions and behavior. Journal of Business Research, 112: 541-548. https://doi.org/10.1016/j.jbusres.2019.11.088
Hamsani & Khairiyansyah. 2018. The Opportunity of SMEs Development by Triple Helix ABG Method in Supporting Creative Economy in Pangkalpinang City. IJBE: Integrated Journal of Business and Economics: 76-83.
Hartley, J. 2005. Creative Industries. Blackwell Publishing Ltd.
Hasyim, M.M.Al. 2019. Creative Industry Development in Pesantren Tebuireng. Shirkah: Journal of Economics and Business, 4(3), 403–428.
Karimi, S., & S.N. Hengameh. 2015. Social Media Marketing (SMM) Strategies For Small To Medium Enterprises (SMES). International Journal of Information, Business and Mana-gement, 7(4): 86-98. http://ijibm.site666.com/ IJIBM_Vol7No4_Nov2015.pdf#page=206
Kementerian Pariwisata dan Ekonomi Kreatif Republik Indonesia. 2019. Laporan Kinerja Badan Ekonomi Kreatif 2019.
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Kostini, N., & S.J. Raharja. 2020. Analysis of Financial Behavior of SMEs in the Creative Industries in Bandung City, Indonesia. Review of Integrative Business and Economics Research, 9(1): 131-139. https://search.pro-quest.com/docview/2220699211?accountid=17242%0Ahttp://buscompress.com/riber-9-1.html
Lee, W., & B. Kim. 2019. Business Sustainability of Start-Ups Based on Government Support: An Empirical Study of Korean Start-Ups. Sustainability, 11(18): 4851. https://doi.org/ 10.3390/su11184851
Mahfud, T., M.B. Triyono, P. Sudira & Y. Mulyani. 2020. The influence of social capital and entrepreneurial attitude orientation on entrepreneurial intentions: the mediating role of psychological capital. European Research on Management and Business Economics, 26(1): 33-39. https://doi.org/10.1016/j.iedeen.2019.12.005
Miles, M. B., & Huberman, A. M. 2014. Qualitative Data Analysis. UI Press.
Newbigin, J. 2014. Relationship with the digital world. British Council.
Nursini, N. 2020. Micro, small, and medium enterprises (MSMEs) and poverty reduction: empirical evidence from Indonesia. Development Studies Research, 7(1): 153-166. https://doi.org/10.1080/21665095.2020.1823238
Octasylva, A.R.P., L.N. Yuliati, H. Hartoyo & A.W. Soehadi. 2022. Innovativeness as the Key to MSMEs’ Performances. Sustainability (Switzerland), 14(11). https://doi.org/10.3390/ su14116429
OECD. 2023. Framework for the Evaluation of SME and Entrepreneurship Policies and Programmes 2023. OECD. https://doi.org/10.1787/a4c818-d1-en
Pardede, E.Y.R., & M. Simanjuntak. 2022. Penguat-an Pemasaran Digital UMKM Menggunakan Metode Design Thinking (Studi Kasus: UMKM Keripik Cap Rumah Adat Minang, UD Rezeki Baru). Jurnal Studi Manajemen Dan Bisnis, 9(2): 119-113. https://doi.org/10.21107/ jsmb.v9i2.15946.
Safitri, A.G. 2023. Wawancara Tentang UMKM Brand Hijab Rayyah pada 15 Januari.
Sahabuddin, R., F.A. Rahman, Z. Ruma, & A. Anwar. 2022. Pengaruh Dimensi Marketing Mix terhadap Minat Beli Konsumen Pada PT. Alfa Retailindo (Carrefour) Pengayoman Makassar. YUME : Journal of Management, 5(2): 47-57. https://doi.org/10.37531/yume. vxix.458.
Singh, M. 2012. Marketing Mix of 4P’S for Competitive Advantage. IOSR Journal of Business and Management, 3(6): 40-45. https://doi.org/10.9790/487X-0364045.
Ulfa, R.S. 2019. Upaya IFC (Indonesian Fashion Chamber) dalam Mewujudkan Indoensia sebagai The Fashion Muslim Center of The World. Jom Fisip, 6(1): 1-15.
Wasan, G.H., & A. Sariningsih. 2021. Pelatihan Pemasaran Produk Usaha Mikro Kecil Dan Menengah (UMKM) Berbasis Digital Di Kecamatan Citeureup. Jurnal Pengabdian Bina Mandiri, 1(1): 31-36. https://doi.org/10.51805/ jpmm.v1i1.7.
Wawrowski, B., & I. Otola. 2020. Social Media Marketing in Creative Industries: How to Use Social Media Marketing to Promote Computer Games? Information, 11(5): 242. https://doi.org/10.3390/info11050242
Published
2023-09-30
How to Cite
Yuliady F., & El Madja N. M. (2023). Marketing Mix Dalam Pemasaran Digital Brand Hijab Rayyah Dan Peran Brand Hijab Rayyah Dalam Industri Kreatif Sub-Sektor Fashion. MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah, 18(1), 51-61. https://doi.org/10.29244/mikm.18.1.51-61
Section
Vol. 18 No. 1
