Festival (2018–2019) in Jakarta. At the same time, RH was achieving the highest sales in November
2018 and sold 392 Muslim dresses through offline sales at the fashion bazaar and online events
conducted on social media on Instagram. However, the data starting from July 2018–June 2019
shows the sales fluctuate, since RH sales rise only when they take part in fashion shows or bazaars
at certain events. Unfortunately, sales may decline again right after shows and fairs, or in short,
sales tend to be unstable.
It is expected that RH can attract more attention from women, especially bridesmaids as the target
audience, which consisted of female students, career women, even the young housewives aged 22–
30 years. A bridesmaid is anyone who is supposed to be the closest person, family member, or best
friend of the bride who supports them at the wedding. To look remarkable by standing alongside
the bride, the dress used by the bridesmaid makes an essential point in the togetherness and remains
in harmony with the beauty of the wedding dress (sam Kim & Lee 2014). The color selection of a
bridesmaid dress can create its impression on a wedding with various models and bridesmaid dresses
be made according to their respective characteristics. Due to 400,311 couples who got married in
West Java recently (Indonesia 2018), this trend can be seen as a huge market opportunity. Thus, it
could support momentum for RH to increase its brand awareness in Bandung.
Brand awareness is one of the stages in knowing the ability of how the target audience recognizes,
is interested, remembers, and feels familiar with a brand, while awareness, perceived quality, and
loyalty to the brand can influence the target audience’s purchasing power for a particular product
(Rahman & Triadi 2019). Promotion is also one of the efforts of the brand to build brand awareness
and attachment to the consumer experience of a brand (Moriarty et al. 2008). By using promotional
mix (including advertising) to deliver product messages, a brand may reach a broader target audience
(Wariki et al. 2015). Advertising itself is a form of communication that contains messages sent
through particular media, where advertising becomes effective when consumers react according to
the wishes of the ad maker (Moriarty et al. 2008).
In the previous promotion, RH only used social media content on social media on Instagram as
the only media to deliver communication messages, whereas in advertising the media or the means
to convey product messages usually use coordination in a mix of media with diverse types such
as conventional, digital, or combination of both. The lack of resonance with consumers’ belief in
product messages also impacted on the lack of personal bonding between the brand and consumers
(Moriarty et al. 2008). Therefore, RH must consider how to implement the right strategy to increase
its brand awareness: not only persuasive and creative but most important, it effectively works.
2 RESEARCH METHODS
This research utilizes aqualitative approach as the data collection and facts are based on the observations of the authors, through questionnaires, interviews, and literature studies on phenomena
that occur in the community (Sugiyono 2007). Thus, the data are collected through observations,
interviews, questionnaires, and literature review to enrich the impression or insight from human
behaviors (Kothari 2004). The method of analysis focuses on three characteristics, one of which
is demographic (social character), which is fundamental in choosing and identifying the target
audience to design messages and select the media according to the target. It is supported by SWOT
(Strengths, Weakness, Opportunities, and Threats) analysis studies to explore knowledge about
products promoted to consumers since SWOT is an instrument to find out and identify product
problems from the internal factor, namely strengths and weaknesses. In contrast, opportunities and
threats will describe the marketing influence of external elements (Moriarty et al. 2008).
Moriarty also stated that the AOI method (Activity, Opinion, and Interest) determines the target
audience from personal (psychographic) driving factors, namely lifestyle aspects such as activities, interests, and opinions on a product or phenomenon. At the same time, the design process
used AISAS as one of the marketing communications models to analyze consumer behavior and
designing appropriate media strategy (Sugiyama & Andree 2010).
27
2018 and sold 392 Muslim dresses through offline sales at the fashion bazaar and online events
conducted on social media on Instagram. However, the data starting from July 2018–June 2019
shows the sales fluctuate, since RH sales rise only when they take part in fashion shows or bazaars
at certain events. Unfortunately, sales may decline again right after shows and fairs, or in short,
sales tend to be unstable.
It is expected that RH can attract more attention from women, especially bridesmaids as the target
audience, which consisted of female students, career women, even the young housewives aged 22–
30 years. A bridesmaid is anyone who is supposed to be the closest person, family member, or best
friend of the bride who supports them at the wedding. To look remarkable by standing alongside
the bride, the dress used by the bridesmaid makes an essential point in the togetherness and remains
in harmony with the beauty of the wedding dress (sam Kim & Lee 2014). The color selection of a
bridesmaid dress can create its impression on a wedding with various models and bridesmaid dresses
be made according to their respective characteristics. Due to 400,311 couples who got married in
West Java recently (Indonesia 2018), this trend can be seen as a huge market opportunity. Thus, it
could support momentum for RH to increase its brand awareness in Bandung.
Brand awareness is one of the stages in knowing the ability of how the target audience recognizes,
is interested, remembers, and feels familiar with a brand, while awareness, perceived quality, and
loyalty to the brand can influence the target audience’s purchasing power for a particular product
(Rahman & Triadi 2019). Promotion is also one of the efforts of the brand to build brand awareness
and attachment to the consumer experience of a brand (Moriarty et al. 2008). By using promotional
mix (including advertising) to deliver product messages, a brand may reach a broader target audience
(Wariki et al. 2015). Advertising itself is a form of communication that contains messages sent
through particular media, where advertising becomes effective when consumers react according to
the wishes of the ad maker (Moriarty et al. 2008).
In the previous promotion, RH only used social media content on social media on Instagram as
the only media to deliver communication messages, whereas in advertising the media or the means
to convey product messages usually use coordination in a mix of media with diverse types such
as conventional, digital, or combination of both. The lack of resonance with consumers’ belief in
product messages also impacted on the lack of personal bonding between the brand and consumers
(Moriarty et al. 2008). Therefore, RH must consider how to implement the right strategy to increase
its brand awareness: not only persuasive and creative but most important, it effectively works.
2 RESEARCH METHODS
This research utilizes aqualitative approach as the data collection and facts are based on the observations of the authors, through questionnaires, interviews, and literature studies on phenomena
that occur in the community (Sugiyono 2007). Thus, the data are collected through observations,
interviews, questionnaires, and literature review to enrich the impression or insight from human
behaviors (Kothari 2004). The method of analysis focuses on three characteristics, one of which
is demographic (social character), which is fundamental in choosing and identifying the target
audience to design messages and select the media according to the target. It is supported by SWOT
(Strengths, Weakness, Opportunities, and Threats) analysis studies to explore knowledge about
products promoted to consumers since SWOT is an instrument to find out and identify product
problems from the internal factor, namely strengths and weaknesses. In contrast, opportunities and
threats will describe the marketing influence of external elements (Moriarty et al. 2008).
Moriarty also stated that the AOI method (Activity, Opinion, and Interest) determines the target
audience from personal (psychographic) driving factors, namely lifestyle aspects such as activities, interests, and opinions on a product or phenomenon. At the same time, the design process
used AISAS as one of the marketing communications models to analyze consumer behavior and
designing appropriate media strategy (Sugiyama & Andree 2010).
27