STRATEGI KOMUNIKASI PEMASARAN HIJABSTORY DALAM MENCAPAI PANGSA PASAR MUSLIM MILLENNIAL (Penggunaan Strategi Komunikasi Pemasaran The IMC Model Dwi Sapta)

Abstract

The “hijab revolution” that began around the last five years, where hijab that was once blanketed with the impression of religious boarding school children, ancient, traditional, even conservative has been transformed through the development of time into something youthful, modern, stylish, and fashionable. This phenomenon has been glimpsed by some business activists in the field, one of which is Hijabstory brand, along with the growing generation of Muslim Millennials, young people, tech-savvy, and also believe in the modernity of the times, one of which is to follow the fashion trend, but still sticking to their faith as Muslims. This study aims to analyze marketing communication strategies that have been done by Hijabstory, as well as analyzing marketing communication strategies implemented by Hijabstory in achieving market share of Muslim Millennial. The method used in this research is descriptive qualitative with grounded theory approach, and the data collection technique used is interview. The results of this study show that Hijabstory considers marketing communication strategies using Dwi Sapta’s IMC Model and the effort to reach the Muslim generation market.