PERAN STRATEGI PEMASARAN DALAM MENDORONG KONSUMSI ONLINE DI PERIODE RAMADAN: STUDI KASUS PT CITRA AGUNG BUSANA
Abstract
Abstrak. Peningkatan konsumsi online pada periode Ramadhan mendorong peneliti untuk memahami peran strategi pemasaran yang diterapkan oleh PT Citra Agung Busana sehingga dapat mendorong konsumsi online selama periode Ramadan. Dengan menggunakan pendekatan kualitatif dan metode studi kasus, penelitian ini menggali bagaimana berbagai strategi pemasaran seperti promosi, penyesuaian produk, dan komunikasi digital memengaruhi perilaku dan preferensi konsumen. Temuan penelitian menunjukkan bahwa strategi pemasaran yang adaptif dan berbasis momen keagamaan berhasil meningkatkan minat beli dan frekuensi transaksi online. Selain itu, interaksi emosional dan nilai budaya Ramadan juga berperan penting dalam membentuk pola konsumsi konsumen. Penelitian ini memberikan masukkan penting bagi pelaku bisnis fesyen dalam merancang strategi pemasaran yang efektif dan kontekstual pada periode khusus seperti Ramadan.
Keywords: Konsumsi Online; Marketing Strategy; Online Consumption; Ramadhan; Strategi Pemasaran
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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