STRATEGI DIGITAL MARKETING BRAND POMELO FASHION INDONESIA DALAM MENINGKATKAN BRAND AWARENESS

Natasha Gabriella Siburian, . (2025) STRATEGI DIGITAL MARKETING BRAND POMELO FASHION INDONESIA DALAM MENINGKATKAN BRAND AWARENESS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The competition in the fashion industry in Indonesia is becoming increasingly intense due to the rapid changes in consumer preferences and emerging trends. This is influenced by globalization and advancements in information and technology, which accelerate the exchange of information and provide consumers with more choices. Pomelo Fashion, a women’s fashion brand from Thailand, has become one of the pioneers of omnichannel fashion brands in Indonesia. Pomelo utilizes digital marketing strategies to compete in this highly competitive market. This study aims to analyze Pomelo Fashion Indonesia's digital marketing strategies in enhancing brand awareness. A descriptive qualitative approach is used, with Integrated Marketing Communication theory as the foundation. Data were collected through interviews with five informants from both the internal and external sides of Pomelo Fashion Indonesia. The findings indicate that Pomelo Fashion Indonesia has not yet reached the top-of-mind position in the Indonesian fashion industry market. Therefore, it is necessary to optimize the digital marketing strategy, including strengthening content about new arrivals, digital campaigns on sustainability, and enhancing engagement with the Pomelo Girls community.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2110411186] [Pembimbing: Ratu Nadya Wahyuningratna] [Penguji 1: Fitria Ayuningtyas] [Penguji 2: Anindita Lintangdesi Afriani]
Uncontrolled Keywords: Brand Awareness, Digital Marketing, Pomelo Fashion.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: NATASHA GABRIELLA SIBURIAN
Date Deposited: 11 Mar 2025 01:57
Last Modified: 11 Mar 2025 01:57
URI: http://repository.upnvj.ac.id/id/eprint/35795

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