Digitalization of Promotions in an Effort to Increase Sales of Hijab Products at the Yumeoursyle Online Store on the TikTok Shop Marketplace

Reni Nuraeni; Tiris Sudartono

doi:10.24127/jp.v13i2.11981

Digitalization of Promotions in an Effort to Increase Sales of Hijab Products at the Yumeoursyle Online Store on the TikTok Shop Marketplace

Reni Nuraeni^(1*), Tiris Sudartono⁽²⁾,

(1) Politeknik Piksi Ganesha
(2) Politeknik Piksi Ganesha
(*) Corresponding Author

Abstract

Indonesia, as the country with the largest Muslim population, has experienced rapid growth in the Muslim fashion industry, particularly in hijabs, which have now become part of the fashion trend among Muslim women in Indonesia. This change in perception provides opportunities for business actors to expand their ventures. The aim of this study is to examine how the digitalization of promotion affects the increase in hijab product sales at the Yumeourstyle store, which uses the Tiktok Shop platform. Using a descriptive qualitative method, there are four elements of the marketing mix: product, price, place, and promotion, which impact sales. The findings show that although Yumeourstyle has implemented digitalization in the form of sales through Tiktok Shop, the digital promotion is still not maximized. Promotion through live streaming, endorsement ads, and more engaging and consistent video content management need to be improved to increase consumer engagement and boost sales. Recommendations include enhancing promotion through celebrity endorsements, conducting more regular live streaming, and uploading video content consistently to expand market reach and increase sales.

Full Text:

PDF PDF

References

Ardian, R., & Sudrartono, T. (2021). Pengaruh Bauran Promosi Terhadap Minat Beli Kembali Cat Dulux Di Depo Keramik Katapang Bandung. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 8(3), 704–714. https://doi.org/10.35794/jmbi.v8i3.35854

Aziz, A. (2020). PERSONAL SELLING SEBAGAI STRATEGI KOMUNIKASI PEMASARAN PADA PT GRAHITA INDONESIA (Studi Kasus Pada Grahita Indonesia Cabang Tangerang Selatan). Jurnal AKRAB JUARA, 5(November), 103–118.

Erianto, E. (2022). Food and Beverage Promotion Strategy in Efforts to Attract Hotel Guests (Case Study on Hotel Horison and Prime Hotel Kualanamu). Jurnal Akomodasi Agung, 1, 99–109.

Kotler, M., & Armstrong, D. (2019). BAB II KAJIAN PUSTAKA 2.1. Landasan Teori 2.1.1. Pemasaran.

kustiawan, winda. (2023). Public Relations dalam Program-Program Radio. Jurnal UIN Sumatera Utara, 7(2), 8569–8575. https://jptam.org/index.php/jptam/article/view/7585/6279

Majidah, S. (2023). Analisis Strategi Bauran Pemasaran 4P di Era 5 . 0 Berbasis Maqā ṣ id Syarīah. 6(1), 69–76.

Martowinangun, K., Sri Lestari, D. J., & Karyadi, K. (2019). Pengaruh Strategi Promosi Terhadap Peningkatan Penjualan Di Cv. Jaya Perkasa Motor Rancaekek Kabupaten Bandung. Jurnal Co Management, 2(1), 139–152. https://doi.org/10.32670/comanagement.v2i1.162

Nazara, D. M., Mandey, S. L., Sumarauw, J. S. B., Bauran, A., Dalam, P., Keunggulan, M., Nazara, D. M., Mandey, S. L., & Sumarauw, J. S. B. (2024). BERSAING PADA KAFE SECOND CHANCE DI MANADO MARKETING MIX ANALYSIS IN INCREASING COMPETITIVE ADVANTAGE IN SECOND Jacky.sumarauw@gmail.com Jurnal EMBA Vol . 12 No . 3 Juli 2024 , Hal . 1017-1025. 12(3), 1017–1025.

Novita, N. A., Oktianingrum, S., & Sanjaya, V. F. (2022). Pengaruh Digitalisasi Pemasaran (Pemasaran Online) Terhadap Peningkatan Pendapatan Umkm Pada Perspektif Ekonomi Syariah Di Kota Bandar Lampung. Al-Dzahab, 3(1), 1–9. https://doi.org/10.32939/dhb.v3i1.1037

Pratama, A. R., Anwar, S. M., & Hasbi, A. R. (2023). Pengaruh Persepsi Harga, Promosi Penjualan, Dan Citra Merek Terhadap Loyalitas Pelanggan Es Kristal Pluto Mineral Di Kota Palopo. Jesya, 6(2), 1702–1715. https://doi.org/10.36778/jesya.v6i2.1166

Radiansyah, E. (2022). Peran Digitalisasi Terhadap Kewirausahaan Digital Tinjauan Literatur Dan Arah Penelitian Masa Depan. Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi (JMBI Unsrat), 9(23), 828–837.

Rahim, E., & Mohamad, R. (2021). Strategi Bauran Pemasaran ( Marketing Mix ) Dalam Perspektif Syariah. MUTAWAZIN (Jurnal Ekonomi Syariah), 2(1), 15–26. https://doi.org/10.54045/mutawazin.v2i1.234

Repi, O. W., Lumanaw, B., & Wenas, rudy S. (2020). Pengaruh Bauran Promosi, Kesadaran Merek Dan Persepsi Nilai Terhadap Minat Beli Di Bukalapak Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Sam Ratulangi Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 8(4), 110–119.

Rismayanti; Sudartono, T. (2023). Analisis Kualitas Pelayanan Terhadap Tingkat Kepuasan Pelanggan Pengguna Jasa J&T Express Bandung Kulon, Kota Bandung. AT-TAWASSUTH: Jurnal Ekonomi Islam, VIII(I), 1–19.

Satria, E. (2023). PENGARUH GAYA HIDUP , SIKAP SKEPTIS TERHADAP TRANSAKSI E- COMMERCE DIMODERASI ADVERTISING ( Studi Kasus Kota Sungai Penuh dan Kabupaten Kerinci ). 4(1), 159–164.

Tafonao, A., Waruwu, Y., & Manao, A. (2022). Pengaruh Bauran Promosi (Promotion Mix) Terhadap Keputusan Pembelian di Indomaret Telukdalam Kabupaten Nias Selatan. Jurnal Ekonomi Dan Bisnis Nias Selatan, 5(2), 23–33. https://jurnal.uniraya.ac.id/index.php/JEB/article/view/534

Teguh Saputra, H. (2023). Pengaruh harga dan kualitas pelayanan bengkel mobil gag terhadap kepuasan pelanggan. 1, 66–72.

Togodly, E. (2020). Pengaruh Promosi Terhadap Peningkatan Penjualan Pada Koperasi Serba Usaha Baliem Arabica Di Kabupaten Jayawijaya. Jurnal Administrasi Bisnis, 1(July), 1–23.

Tyaswara, B., Rizkina Taufik, R., Suhadi, M., Danyati, R., & Bahasa Asing BSI Jakarta, A. (2017). Pemaknaan Terhadap Fashion Style Remaja Di Bandung. Jurnal Komunikasi, 3(September), 2579–3292.

Zebua, D. P. F., Gea, N. E., & Mendrofa, R. N. (2022). Analisis Strategi Pemasaran Dalam Meningkatkan Penjualan Produk Di Cv. Bintang Keramik Gunungsitoli Marketing Strategy Analysis in Increasing Product Sales in Cv. Bintang Keramik Gunungsitoli. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi , 10(4), 1299–1307. https://ejournal.unsrat.ac.id/v3/index.php/emba/article/view/43982

DOI: http://dx.doi.org/10.24127/jp.v13i2.11981