Proposed Social Media Marketing Strategy to Increase Brand Awareness And Purchase Intention For Indonesia Muslim Brand (Case of Local Brand Irna La Perle)

Ratu Tifa Prima Tasya; Novika Candra Astuti

doi:10.54408/jabter.v5i1.462

Authors

Ratu Tifa Prima Tasya School of Business and Management, Institut Teknologi Bandung
Novika Candra Astuti School of Business and Management, Institut Teknologi Bandung

DOI:

https://doi.org/10.54408/jabter.v5i1.462

Keywords:

Social Media Marketing, Brand Awareness, Purchase Intention, Muslim Fashion, Digital Marketing Stategy

Abstract

This study addressed the challenge faced by Irna La Perle, a prominent Indonesian Muslim fashion brand, which suffered from limited digital presence and low engagement rates despite a substantial follower base. This situation hampered the brand’s ability to enhance brand awareness and purchase intention, particularly among younger, tech-savvy Muslim consumers. Intense competition from more digitally agile local brands further exacerbated this issue, underscoring the urgent need for Irna La Perle to implement a targeted and interactive social media marketing strategy tailored to evolving consumer behaviors within Indonesia’s Muslim fashion market. Employing a mixed-methods approach, combining quantitative and qualitative analyses, the study integrated internal and external assessments alongside strategic business solutions using the RACE Framework and TOWS Matrix. Findings revealed that social media marketing influenced Irna La Perle’s brand awareness and purchase intention but was underutilized, especially for its daily wear segment. Despite a strong Instagram following, actual brand recognition among Gen Z and Millennials remained low, largely due to promotional focus on premium bridal collections rather than accessible daily wear. Purchase intention showed similar limitations, with most consumers expressing only moderate willingness to buy after engaging with the brand’s content. This gap stemmed from weak storytelling, limited product differentiation, and a mismatch with younger consumers’ preferences.

Downloads

Download data is not yet available.

References

Alanadoly, A. B., & Salem, S. F. (2022). Hijabista willingness to accept premium pricing: an analytical study of the effect of social and self-identity on hijab fashion brands satisfaction. Journal of Islamic Marketing, 13(1), 227-245.

Antara, & Tarigan, M. (2025, February 21). Indonesia bisa jadi pemasok fashion Muslim Dunia, Tantangannya?. Tempo. 15 September 2024. https://www.tempo.co/gaya-hidup/indonesia-bisa-jadi-pemasok-fashion-muslim-dunia-tantangannya--1210400

Anwar, M. M. (2025). Halal fashion insights: understanding brand dynamics in consumer perception. Journal of Islamic Marketing.

Avrittia, M. D., & Hapsari, R. D. (2023). The influence of Muslim fashion influencers on purchase intention mediated by attitude towards the advertising and brand attitude in the Muslim fashion industry in Indonesia. International Journal of Research in Business and Social Science, 12(9), 126-133.

Dolega, L., Rowe, F., & Branagan, E. (2021). Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services, 60, 102501. https://doi.org/10.1016/j.jretconser.2021.102501

Fitryansyah, M. A. (2024). Perceptions and Attitudes of Urban Muslim Youth towards Modernity and Globalization. Al-Madinah: Journal of Islamic Civilization, 1(1), 95-108.

Handono, W. S., Kopong, A., & Madani, M. N. (2024). Digital Marketing Strategy in the Online Fashion Industry. International Journal of Management Science and Information Technology, 4(1), 119-128.

Hasan, Z. (2022). Strategies of Muslim Countries in Preventing a Global Recession: Case Studies of OIC Countries. Journal Of Middle East and Islamic Studies, 11(3), 8.

Heeks, R. (2022). Digital inequality beyond the digital divide: conceptualizing adverse digital incorporation in the global South. Information Technology for Development, 28(4), 688-704. https://doi.org/10.1080/02681102.2022.2068492

Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2016). Strategic management: Competitiveness & globalization – Concepts and cases (12th ed.). Cengage Learning.

Jasmine, J., & Rohim, A. N. (2024). Sharia green crowdfunding as a sustainable financing solution for halal MSMEs empowerment. SERAMBI: Jurnal Ekonomi Manajemen dan Bisnis Islam, 6(3), 271-288.

Kotler, P., & Gary Armstrong (2014). Prinsip-prinsip Pemasaran (12th Ed). Jilid 1. Terjemahan Bob Sebran. Jakarta: Erlangga

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.

Koziel, A. M., & Shen, C. W. (2025). Psychographic and demographic segmentation and customer profiling in mobile fintech services. Kybernetes, 54(2), 1262-1288.

Lestari, S. A., & Tsabita, P. R. (2024, December). Digital Marketing Through Influencer Marketing And Social Media Content: Lafiye’s Tiktok And Instagram Case Study. In Bengkulu International Conference on Economics, Management, Business and Accounting (BICEMBA) (Vol. 2, pp. 993-1006).

Luthfiandana, R., Barus, G. A., Nuraeni, N., Yanthy, S., & Pujiati, H. (2024). Marketing Strategy: Segmenting, Targeting, and Positioning for Digital Business (Literature Review). Siber International Journal of Digital Business (SIJDB), 1(4), 11-22.

Ozuem, W., & Ranfagni, S. (2021). Art of Digital Marketing for Fashion and Luxury Brands. Springer International Publishing.

Poulis, A., Farache, F., Elbayouk, O., & Nikas, I. A. (2024). Branding Muslim hijabi fashion: exploring influencer trends and impact. Corporate Communications: An International Journal.

Prasetika, I., & Ridanasti, E. (2024). The influence of Muslim fashion awareness and its factors on Muslim fashion consumption in Indonesia. International Journal of Social Research, 2(1), 29–40. https://doi.org/10.59888/insight.v2i1.20

Prayogi, B., Ramadhani, M. A., Arwanto, A. N., & Ashari, N. R. (2025). Transregional connectivity of Muslim fashion between Indonesia and Arab Peninsula: A literature review. Likuid Jurnal Ekonomi Industri Halal, 5(1), 84–98. https://doi.org/10.15575/likuid.v5i1.43300

Putri, E. F. L., & Adli, M. (2021). Perlindungan Hukum Terhadap Merek Napocut Akibat Beredarnya Produk Tiruan (Suatu Penelitian di Kota Banda Aceh). Jurnal Ilmiah Mahasiswa Bidang Hukum Keperdataan, 5(3), 365-374.

Putri, N. F., Hameed, A., Akin, M., Akin, I., Khan, M. Z., Banerjee, S., & Zaidi, S. M. T. (2025). Analysing the modest fashion market: an empirical study of e-commerce best-selling products. Journal of Islamic Marketing, 16(3), 841-869.

Qizwini, J., Khatimah, H., & Hardiansyah, H. (2024). The Emergence of Halal Fashion: Empowering Women Entrepreneurs in Indonesia. Tazkia Islamic Finance and Business Review, 18(2), 247-280.

Rahman, R., & Indra, I. (2024). The influence of halal fashion, lifestyle, and brand image on Gen Z's hijab fashion preferences in Indonesia. Journal of Islamic Economics Lariba, 10(1), 251-270.

Sasivardhini, V., & Kalaivani, M. (2023). Advent of masstige brands as a novel luxe-brand positioning. European Economic Letters, 13, 742-746.

Shaari, A., Hamidi, N. H. S. A., & Ahmad, S. N. B. (2021). Does Social Media Moderates Factors that Influence Perceived Value and Personal Value on Purchase Intention of Modest Apparel?. Management. Google Schoolar.

State of the Global Islamic Economy Report. (2020, May 1). Pasar Modest Fashion Indonesia. Katadata. 10 Mei 2025. https://databoks.katadata.co.id/produk-konsumen/statistik/67a237fa28eeba5/pasar-modest-fashion-indonesia

Yoo, J. J. (2023). Visual strategies of luxury and fast fashion brands on Instagram and their effects on user engagement. Journal of Retailing and Consumer Services, 75, 103517.