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INNOVATIVE MARKETING OF EMERGING MOSLEM FASHION IN THE PROVINCE OF WEST JAVA INDONESIA
MARIA SUGIAT1, INA PRIMIANA2, UMI KALTUM3, ALDRIN HERWANY4.
Moslem fashion is potentially the next big thing in the retail industry. This research uses a marketing approach to investigate the relationship between marketing innovation and competitive strategy in Moslem fashion online shopping business by engaging in local Small- and Medium Enterprises in West Java. We conducted a quantitative approach by extracting the dimensions of marketing content and technology in marketing innovation. In addition, we looked at the cost leadership, differentiation, and focus on competitive strategy. The author collected the data from 295 respondents who did the survey within three months. The results demonstrate and strongly support the idea that the use of social media in marketing innovation contributes to its competitive strategy, especially in the differentiation strategy. However, the quality of the product becomes the most crucial thing in marketing innovation and has implications for the sustainability of business performance in the Moslem fashion industry in Indonesia.
Affiliation:
- Universitas Padjajaran, Bandung, West Java, Indonesia, Indonesia
- Universitas Padjajaran, Bandung, West Java, Indonesia, Indonesia
- Universitas Padjajaran, Bandung, West Java, Indonesia, Indonesia
- Universitas Padjajaran, Bandung, West Java, Indonesia, Indonesia
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Indexation |
Indexed by |
MyJurnal (2021) |
H-Index
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4 |
Immediacy Index
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0.000 |
Rank |
0 |
Indexed by |
Scopus 2020 |
Impact Factor
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CiteScore (0.9) |
Rank |
Q3 (Geography, Planning and Development) Q4 (Pollution) Q4 (Management, Monitoring, Policy and Law) |
Additional Information |
SJR (0.175) |
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