MARKETING COMMUNICATION STRATEGY FOR CHILDREN'S CLOTHING THROUGH SHOPEE E-COMMERCE

A CASE STUDY OF SAGA BANDUNG ONLINE SHOP

Abstract

This study, entitled “Marketing Communication Strategy for Children’s Clothing Through Shopee E-Commerce (A Case Study of Saga Bandung Store)”, aims to identify and understand the marketing communication strategies implemented by Saga Bandung in marketing children’s clothing products on Shopee. Using a qualitative research method with a case study approach and supported by the Marketing Communication Theory by Schiffman and Kanuk (2004), the Marketing Communication Strategy Theory by the Four A’s (in Sulaksana, 2005), and based on the 4P Marketing Mix Theory by Kotler and Keller (2016). Data were collected through in-depth interviews, observations, and documentation. The findings reveal that Saga Bandung’s marketing communication strategy through Shopee has proven effective by maximizing the platform’s features, maintaining consistency in market analysis, focusing on product volume and store quantity (“store boom”), and integrating the marketing mix (4Ps), namely product, price, place, and promotion. However, a high dependency on Shopee creates vulnerabilities for the business, such as performance decline due to platform penalties, limited distribution channels, and the absence of expansion to other platforms. Additionally, the limited number of staff results in suboptimal responses to customers. These findings are expected to serve as a reference for similar businesses and contribute to the development of marketing communication strategy theory within the context of digital business.