MARKETING PROMOTION STRATEGY @DENN MARKETT IN INCREASING THRIFTING PRODUCT SALES
Downloads
Objective: This study investigates the marketing promotion strategies employed by @Denn Market to enhance sales of thrifting products in response to the growing fashion trend, focusing on the role of digital media in shaping consumer behavior. Method: Using a qualitative approach, the study utilized in-depth interviews and observations to analyze the effectiveness of promotional strategies through social media platforms, specifically Instagram and TikTok. Results: The findings reveal that @Denn Market’s use of viral marketing, influencer collaborations, and visually appealing content significantly boosted consumer engagement and sales. Additionally, these strategies helped strengthen brand image and customer trust. However, challenges such as government regulations on used clothing imports and negative consumer perceptions were identified as obstacles. Novelty: This study highlights the importance of creative and adaptive digital marketing strategies in maintaining the competitiveness of thrifting businesses. It contributes to understanding how digital promotion can drive sustainable growth in the fashion industry, offering insights for businesses navigating the evolving landscape of consumer behavior and market competition.
E. P. Utami and F. Hasmawati, “Strategi Bisnis Thrifting @ ngebedje _ store di Palembang,” pp. 1–15, 2024.
R. Puspitasari and A. Rochmaniah, “Strategi Pemasaran Fashion Thrifting di Instagram : Studi Kasus Akun @ den . market,” no. 1, pp. 48–54, 2024.
S. Komunikasi et al., “KOTA MATARAM DALAM MENARIK MINAT KONSUMEN MARKETING COMMUNICATION STRATEGY OF ’ THRIFT SHOP ’ IN MATARAM CITY IN ATTRACTING CONSUMER INTEREST”.
E. I. D. Pratiwi and D. Hariyanto, “Pemanfaatan Instagram sebagai Media Promosi Penerbit Lovrinz dalam Akun Instagram,” pp. 1–7, 2019.
H. Rahman, “STRATEGI MARKETING PUBLIC RELATION PT . KERETA API INDONESIA DALAM MENINGKATKAN PENGGUNA KAIPAY Nur Fatkhur Rahman Universitas Muhammadiyah Sidoarjo , Indonesia Didik Hariyanto Universitas Muhammadiyah Sidoarjo , Indonesia Abstrak dari sistem kebersihan t,” vol. 18, no. 4, pp. 2533–2547, 2024.
A. Kamili and F. Yulianti, “Analisis Strategi Promosi Untuk Meningkatkan Penjualan Pada Pt.United Mobil International Di Banjarmasin,” Ekon. Progr. Stud. Manaj. Univ. Islam Kalimantan Muhammad Arsyad, 2019.
A. Andirwan, V. Asmilita, M. Zhafran, A. Syaiful, and M. Beddu, “Strategi Pemasaran Digital : Inovasi untuk Maksimalkan Penjualan Produk Konsumen di Era Digital,” JIMAT J. Ilm. Multidisiplin Amsir, vol. 2, no. 1, pp. 155–166, 2023, [Online]. Available: https://journal.stieamsir.ac.id/index.php/abrj/article/view/405
M. G. Sono, E. Erwin, and M. A. Muhtadi, “Strategi Pemasaran Digital dalam Mendorong Keberhasilan Wirausaha di Era Digital,” J. Ekon. dan Kewirausahaan West Sci., vol. 1, no. 04, pp. 312–324, 2023, doi: 10.58812/jekws.v1i04.712.
D. Q. Atifah, N. H. Hastuti, and F. M. Rizqi, “Strategi Komunikasi Pemasaran Fashion Bekas/Thrift Shop Dalam Meningkatkan Penjualan Di Kota Solo: Studi Kasus Pada Toko Murda Thrift,” Solidar. J. Ilmu-Ilmu …, 2023, [Online]. Available: https://ejurnal.unisri.ac.id/index.php/sldrts/article/download/9298/5402
D. K. Nurdi, “Strategi Promosi Dalam Meningkatkan Volume Penjualan Di Showroom Nur Jaya Mobilindo Jambi,” J. Din. Manaj., vol. 8, no. 4, pp. 153–165, 2020.
MUFLIAH, “STRATEGI PEMASARAN DALAM JUAL BELI BUSANA THRIFT UNTUK MENINGKATKAN PENJUALAN DENGAN KONSEP KHIYAR THRIFT SHOP MESIHKANGGO.SCD PURWOKERTO,” Αγαη, vol. 15, no. 1, pp. 37–48, 2024.
M Susilo Agung, Aris Prio Agus, Nanda Puspita, Nurani Sofiyana, and Shahnata Putri Dwi, “Dampak Penjualan Barang Thrifting Di Indonesia,” J. Ilmu Huk. dan Polit. , vol. 2, no. 1, pp. 278–285, 2024.
R. Yacub and W. Mustajab, “Analisis Pengaruh Pemasaran Digital (Digital Marketing) Terhadap Brand Awareness Pada E-Commerce,” J. MANAJERIAL, vol. 19, no. 2, pp. 198–209, 2020, doi: 10.17509/manajerial.v19i2.24275.
C. M. Khairunnisa, “Pemasaran Digital sebagai Strategi Pemasaran: Conceptual Paper,” JAMIN J. Apl. Manaj. dan Inov. Bisnis, vol. 5, no. 1, p. 98, 2022, doi: 10.47201/jamin.v5i1.109.
B. D. Maritza and D. Hariyanto, “Strategi Pemasaran Digital untuk Bisnis Pakaian Thrift (akun @spezialmbois),” Interact. Commun. Stud. J., vol. 1, no. 1, pp. 47–60, 2024, doi: 10.47134/interaction.v1i1.2534.
S. Amanah, “Peranan Strategi Promosi Pemasaran TerhadapPeningkatan Volume Penjualan,” J. LENTERA Kaji. Keagamaan, Keilmuan dan Teknol. 13(1), 47-55., vol. 3 (1), no. 1693–6922, pp. 47–55, 2015.
S. Sundari and H. D. Lestari, “Pemasaran Digital dalam Perusahaan,” WIKUACITYA J. Pengabdi. Kpd. Masy., vol. 1, no. 1, pp. 94–99, 2022, [Online]. Available: https://wikuacitya.unwiku.ac.id/JurnalWikuacitya:JurnalPengabdianMasyarakat//94
S. A. Moh Sholeh Dwi, Rio Sudirman, “ANALISIS PENGARUH CITY BRANDING, VIRAL MARKETING DAN EWM TERHADAP KEPUTUSAN WISATAWAN BERKUNJUNG KE BANYUWANGI,” vol. 28, no. 2, pp. 134–141, 2022.
Widyawati, “Analisis Strategi Pemasaran Melalui Pemberian Diskon Pada Toko Aqila Fashion,” Anal. Strateg. Pemasar. Melalui Pemberian Disk. Pada Toko Aqila Fash., pp. 1–69, 2023.
A. Rezky, S. Satriani, W. Wanini, and F. Diva, “Strategi Pemasaran Dengan Metode Potongan Harga Dalam Meningkatkan Minat Belanja,” J. Ilm. Multidisiplin Amsir, vol. Vol 02 No, pp. 125–136, 2023.
M. H. Bakhtiar, M. A. Nasution, and A. Firah, “Pengaruh Strategi Pemasaran Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Panel Pada Pt. Duta Anggung Anugrah Medan,” J. Bisnis Corp., vol. 9, no. 1, pp. 10–18, 2024, doi: 10.46576/jbc.v9i1.4797.
R. Lina, “Meningkatkan Kualitas Produk Sebagai Strategi Fundamental Dalam Bersaing,” Sci. J. Reflect. Econ. Accounting, Manag. Bus., vol. 1, no. 1, pp. 91–100, 2018.
A. Tsaqif Jauza, Praktik Thrifting Dalam Perspektif Hukum Di Indonesia, vol. VIII, no. I. 2023. [Online]. Available: https://repository.uinjkt.ac.id/dspace/handle/123456789/72263
Mia Maulida and Sisca Septiani, “Pengaruh Strategi Pemasaran Dan Kualitas Produk Terhadap Pengembangan Usaha Seblak,” Transform. J. Econ. Bus. Manag., vol. 2, no. 3, pp. 166–178, 2023, doi: 10.56444/transformasi.v2i3.966.
R. Dewi, W. Mufti, and D. Hariyanto, “Pengaruh Content Marketing di Tiktok dan FOMO ( Fear Of Missing Out ) terhadap Impulsive Buying pada Mahasiswa UMSIDA The Influence of Content Marketing on Tiktok and FOMO ( Fear Of Missing Out ) on Impulsive Buying Among UMSIDA Students,” vol. 14, no. 1, pp. 68–79, 2025
Copyright (c) 2025 Muhammad Fajar Dicky Prastyo, Didik Hariyanto
This work is licensed under a Creative Commons Attribution 4.0 International License.
