Analysis of the Effectiveness of Social Media Marketing on Fashion Product Purchasing Decisions during the Covid-19 Pandemic

Alfian Singgih Prasetyo, Rahma Wahdiniwaty

ICOBEST 2020 - New Era, the Trend towards Global Challenge after Covid-19 Pandemic - ISBN 978-623-95562-0-4


This research aims to analyze the effectiveness of a social media marketing strategy as an effort on fashion product purchasing decisions during a pandemic. Data collection was carried out by means of a qualitative methods approach, carried out by interviews and online data collection, the subjects of this research were users of fashion products in the city of Bandung. The results of this research are expected to provide a social media marketing strategy to increase effectiveness in the form of activation and online content in an effort to make purchasing decisions fashion product in the midst of a pandemic where everyone is stay at home and spends more time with social media. A social media marketing can have an effective impact on purchasing decision making, as evidenced by the increasing activity through social media, many people who are living at home have given new habits to longer with social media, they searched many information and make purchases online post pandemic, for that industry needs to develop creative ideas related and innovations in the development of communication social media marketing in global era through activation and digital content, so that it can further develop to increase purchasing decisions fashion product after pandemic.

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