PERAN E-COMMERCE SEBAGAI DIGITAL FASHION BRANDING

THE ROLE OF E-COMMERCE AS DIGITAL FASHION BRANDING

ABSTRAK – Pertumbuhan fashion e-commerce di Indonesia semakin meningkat dan menjadi area bisnis yang kompetitif. Fenomena tersebut dapat menimbulkan perang harga dan diskriminasi harga antar perusahaan yang mengakibatkan keraguan terhadap kualitas produk fashion yang ditawarkan. E-commerce tidak hanya menjadi media jual beli tetapi juga dapat dimanfaatkan untuk membangun digital fashion branding dalam meningkatkan nilai produk, citra merek dan daya saing. Tujuan dari penelitian ini yaitu 1) klasifikasi macam variasi e-commerce yang berperan sebagai digital fashion branding, 2) mengetahui peran e-commerce sebagai digital fashion branding, dan 3) mengidentifikasi strategi konten e-commerce yang diperlukan untuk menciptakan digital fashion branding. Metode yang akan digunakan yaitu Sistematic Literature Review (SLR) dengan mengumpulkan, mengidentifikasi dan menginterpretasikan hasil temuan – temuan kajian terkait topik yang diteliti. Penelitian ini menghasilkan 1) klasifikasi variasi e-commerce yaitu: web-commerce, social-commerce/sosial media, dan m-commerce/mobile retail apps, 2) berdasarkan jurnal yang telah diseleksi menyatakan bahwa digital fashion branding dengan kualitas informasi dan desain konten yang mengarah pada komponen secara tekstual maupun grafis berperan penting dalam meningkatkan daya saing, kepercayaan online, kepuasan pelanggan, serta loyalitas, dan 3) strategi konten digital fashion branding yang terdiri dari: imagery/fotografi, video/sound, Relationship features/layanan pelanggan, dan text/pesan. Perusahaan fashion e-commerce di Indonesia diharapkan dapat lebih serius dalam mengembangkan bisnisnya dengan memanfaatkan e-commerce dalam membangun digital fashion branding agar mampu bersaing secara global.

Kata kunci: fashion e-commerce, digital-branding, konten branding

ABSTRACT – The growth of e-commerce fashion in Indonesia is increasing and becoming a competitive business. This phenomenon can lead to price wars and price discrimination between companies that cause doubts about the quality of the fashion products being offered. E-commerce is not only a medium for buying and selling but can also be used to build digital fashion branding in increasing product value, brand image and competitiveness. The objectives of this study are 1) classification of various e-commerce variations that act as digital fashion branding, 2) knowing the role of e-commerce as digital fashion branding, and 3) identifying e-commerce content strategies needed to create digital fashion branding. The method to be used is the Systematic Literature Review (SLR) by collecting, identifying and interpreting the study findings related to the topic under study. This research resulted in 1) classification of e-commerce variations, namely: web-commerce, social-commerce / social media, and m-commerce / mobile retail apps, 2) based on the journals that have been selected, it states that digital fashion branding with quality information and content design that leads to textual and graphic components plays an important role in increasing competitiveness, online trust, customer satisfaction, and loyalty, and 3) the digital fashion branding content strategy consists of: imagery / photography, video / sound, relationship features / customer service, and text / messages. Fashion e-commerce companies in Indonesia are expected to be more serious in developing their business by utilizing e-commerce in building digital fashion branding to be able to compete globally.

Keyword: fashion e-commerce, digital-branding, branding content