is as a reminder of Rizka Haristi, giving affection and personal confidence to the target audience,
and disseminating information about the brand.
4 CONCLUSION
The tight competitiveness among market players—especially in Muslim fashion, provoke RH Muslim dress to raise its brand awareness that contains information on excellence and product quality.
RH perceives itself as a Muslim fashion brand providing customized Muslim dresses with consultation on the selection of colors and models to look beautiful following one’s personality at special
moments. In communicating the message, this paper analyzed the target audience’s behavior indepth then design creative strategies and sustainable media strategies in order to increase brand
awareness. Altogether, the branding activity such as creative strategies and media would impact
growing consumers, especially bridesmaids as the primary target audience.
In designing the creative strategy, it is highly recommended for RH to present “Bridesmaid
Special Package” as special offers in the form of membership cards that provide an emotional
impact in the form of a target audience’s confidence in the brand. The communication model of
affection and resonance, media strategies based on AOI, and SWOT strategies are expected to have
an impact on increasing the number of RH consumers to maintain sales stability in the long run.
REFERENCES
Astiti, N. D. 2016. Penerapan Material Scuba Terhadap Material Rib Sebagai Aplikasi Eksplorasi Teknik Tekstil
Pada Busana Ready to Wear. Skripsi. Telkom University.
Collins, T. 2014. 100 Ways to Create a Great Ad, Laurence King Publishing.
Haswati, S. 2018. Sell and Tell: A Story of Dairy & Cocoa Print Advertising During Indonesian Colonial
Period. 5th Bandung Creative Movement International Conference on Creative Industries 2018 (5th BCM
2018), 2019. Atlantis Press.
Indonesia, B.-S. 2018. Statistical Yearbook of Indonesia 2018. BPS Central Jakarta, Indonesia.
Kothari, C. R. 2004. Research Methodology: Methods and Techniques, New Age International.
Kurnia, P. R. and Stanley, J. R. 2013. Pengaruh Customer Satisfaction Dan Membership Card Loyalty Terhadap
Store Loyalty Pada Industri Ritel Kategori Minimarket Di Jakarta. Journal Of Management and Business
Review, 10(1):16–28.
Meilani, M. 2013. Teori Warna: Penerapan Lingkaran Warna Dalam Berbusana. Humaniora, 4:326–338.
Moriarty, S., Mitchell, N., and Wells, W. 2008. Advertising Ed.8, Kencana.
Petrescu, M. 2014. Viral Marketing and Social Networks, Business Expert Press.
Rahman, Y. and Triadi, A. 2019. Perancangan Cerita Webtoon Mengenai Budaya Palang Pintu. Desain
Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia), 4:15–15.
Rusiawan et al., W. 2017. Data Statistik Dan Hasil Survey. Jakarta: Badan Ekonomi Kreatif. Badan Pusat
Statistik.
sam Kim, Y. and Lee, J.-a. 2014. Fashion Styles and Aesthetic Values Represented in Bridesmaid Dresses.
pISSN, 16, 2014.
Septiana, M. G. and Siagian, M. C. A. 2019. Penerapan Motif Kain Ulos Tumtuman Pada Busana Ready to
Wear Deluxe. eProceedings of Art & Design, 6.
Sugiyama, K. and Andree, T. 2010. The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most
Innovative Advertising Agency, McGraw Hill Professional.
Sugiyono, S. 2007. Metode Penelitian Kualitatif Kuantitatif Dan R & D. Bandung Alf.
Wariki, G. M., Mananeke, L., and Tawas, H. 2015. Pengaruh Bauran Promosi, Persepsi Harga Dan Lokasi Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Perumahan Tamansari Metropolitan Manado.
Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 3.
30
and disseminating information about the brand.
4 CONCLUSION
The tight competitiveness among market players—especially in Muslim fashion, provoke RH Muslim dress to raise its brand awareness that contains information on excellence and product quality.
RH perceives itself as a Muslim fashion brand providing customized Muslim dresses with consultation on the selection of colors and models to look beautiful following one’s personality at special
moments. In communicating the message, this paper analyzed the target audience’s behavior indepth then design creative strategies and sustainable media strategies in order to increase brand
awareness. Altogether, the branding activity such as creative strategies and media would impact
growing consumers, especially bridesmaids as the primary target audience.
In designing the creative strategy, it is highly recommended for RH to present “Bridesmaid
Special Package” as special offers in the form of membership cards that provide an emotional
impact in the form of a target audience’s confidence in the brand. The communication model of
affection and resonance, media strategies based on AOI, and SWOT strategies are expected to have
an impact on increasing the number of RH consumers to maintain sales stability in the long run.
REFERENCES
Astiti, N. D. 2016. Penerapan Material Scuba Terhadap Material Rib Sebagai Aplikasi Eksplorasi Teknik Tekstil
Pada Busana Ready to Wear. Skripsi. Telkom University.
Collins, T. 2014. 100 Ways to Create a Great Ad, Laurence King Publishing.
Haswati, S. 2018. Sell and Tell: A Story of Dairy & Cocoa Print Advertising During Indonesian Colonial
Period. 5th Bandung Creative Movement International Conference on Creative Industries 2018 (5th BCM
2018), 2019. Atlantis Press.
Indonesia, B.-S. 2018. Statistical Yearbook of Indonesia 2018. BPS Central Jakarta, Indonesia.
Kothari, C. R. 2004. Research Methodology: Methods and Techniques, New Age International.
Kurnia, P. R. and Stanley, J. R. 2013. Pengaruh Customer Satisfaction Dan Membership Card Loyalty Terhadap
Store Loyalty Pada Industri Ritel Kategori Minimarket Di Jakarta. Journal Of Management and Business
Review, 10(1):16–28.
Meilani, M. 2013. Teori Warna: Penerapan Lingkaran Warna Dalam Berbusana. Humaniora, 4:326–338.
Moriarty, S., Mitchell, N., and Wells, W. 2008. Advertising Ed.8, Kencana.
Petrescu, M. 2014. Viral Marketing and Social Networks, Business Expert Press.
Rahman, Y. and Triadi, A. 2019. Perancangan Cerita Webtoon Mengenai Budaya Palang Pintu. Desain
Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia), 4:15–15.
Rusiawan et al., W. 2017. Data Statistik Dan Hasil Survey. Jakarta: Badan Ekonomi Kreatif. Badan Pusat
Statistik.
sam Kim, Y. and Lee, J.-a. 2014. Fashion Styles and Aesthetic Values Represented in Bridesmaid Dresses.
pISSN, 16, 2014.
Septiana, M. G. and Siagian, M. C. A. 2019. Penerapan Motif Kain Ulos Tumtuman Pada Busana Ready to
Wear Deluxe. eProceedings of Art & Design, 6.
Sugiyama, K. and Andree, T. 2010. The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most
Innovative Advertising Agency, McGraw Hill Professional.
Sugiyono, S. 2007. Metode Penelitian Kualitatif Kuantitatif Dan R & D. Bandung Alf.
Wariki, G. M., Mananeke, L., and Tawas, H. 2015. Pengaruh Bauran Promosi, Persepsi Harga Dan Lokasi Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Perumahan Tamansari Metropolitan Manado.
Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 3.
30