UNIVERSITAS INDONESIA

MARKETING STRATEGY ANALYSIS:

STUDY CASE OF HIJUP.COM

FINAL PROJECT

Deka Rizqi Prasiwi 1706063306

Amirah Hana Mufidatulhaq 1806215414

Febrina Mutiara 1806215446

Nabila Salsabilia 1806135874

Islamic Marketing - A
Dosen:
Anya Safira S.E., M.Com.

FAKULTAS EKONOMI DAN BISNIS

UNIVERSITAS INDONESIA
DEPOK
 STATEMENT OF AUTHORSHIP

We, the undersigned, declare that the attached paper/assignment herewith is authentic writing

carried out by ourselves. There are no other authors or works of other authors without any

reference stated by its sources.

This assignment has never been presented or used as an assignment for other courses except if

We clearly stated We use it. We fully understand that this assignment can be reproducing and

communicated to detect plagiarism.

Name : Deka Rizqi Prasiwi 1706063306

​Amirah Hana Mufidatul Haq 1806215414

Febrina Mutiara 1806215446

Nabila Salsabilia 1806135874

Course : Islamic Marketing

Paper/Assignment Title : ​“Marketing Strategy: Study Case of Hijup.com”

Date : December 2020

Lecturer : Anya Safira S.E., M.Com.

Deka Rizqi Prasiwi Amirah Hana. M. H Febrina Mutiara Nabila Salsabilia

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 PREFACE

Assalamualaikum Wr. Wb.

Praise be to the presence of Almighty God for the abundance of His grace, knowledge,
and guidance so that we can complete the compilation of our final research report entitled
​ his paper is arranged as one of the
“Marketing Strategy Analysis: Study Case of Hijup.com.” T
requirements for passing the Islamic Marketing course at the Faculty of Economics and
Business, the University of Indonesia 2020/2021 academic year.
The making of this paper did not depart the assistance of related parties, either directly or
indirectly. Therefore, on this occasion, we would like to express our deepest gratitude to the
parties for those who have guided in completing this paper, including:
1. Ma'am Anya Safira S.E., M.Com. as an Islamic Marketing lecturer lecturer in the Islamic
Marketing-A;
2. Islamic Marketing classmates - A;
3. Our parents and families who have given a lot of enthusiasm and motivation in providing
support and encouragement both in the form of material and moral; and,
4. Other parties who have been involved, either directly or indirectly.
We understand that the paper we have presented is distant from excellent. Therefore, we
expect criticism and suggestions, especially from Ma'am Anya Safira S.E., M.Com. as a lecturer
in the Islamic Management course, then it can be a reference and experience for us to be better
in the future. Hopefully, this paper can help readers to expand their knowledge and experience.

Waalaikumsalam Wr.Wb

The Writer

December 2020

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 TABLE OF CONTENTS

STATEMENT OF AUTHORSHIP 1

PREFACE 2

TABLE OF CONTENTS 3

CHAPTER I
INTRODUCTION 4
1.1 Introduction 4
CHAPTER II
ANALYSIS AND DISCUSSION 6
2.1 Company Background 6
2.2 STP’s Analysis 7
2.2.1 Segmentation 7
2.2.2 Targeting 14
2.2.3 Positioning 15
2.3 Marketing Analysis 16
2.3.2 Price 20
2.3.3 Place 22
2.3.4 Promoting 24
2.4 Marketing Analysis During Pandemic 25
2.4.1 Product Development 26
2.4.2 Content Marketing 30
2.4.3 Promotion 32
2.4.4 Charity 33
CHAPTER III
CONCLUSION AND RECOMMENDATION 34
3.1 Conclusion 34
3.2 Recommendation 35
3.2.1. Branding 35
3.2.2. Market Expansion 35
3.3.3 Stick to the positioning 36
REFERENCE 37

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 CHAPTER I
INTRODUCTION

1.1 Introduction

Based on ​kompas.com, ​The number of internet users in Indonesia increased to 196.7

million by the second quarter of 2020. In 2018, the number of internet users in Indonesia was
only 171.2 million. This is known based on the results of a survey conducted by the Indonesian
Internet Service Providers Association (APJII). The survey was conducted from 2 to 25 June
2020. The number of respondents was 7,000 people using interview data collection techniques
and questionnaire distribution in all provinces in Indonesia. The survey has a margin of error of
1.27 percent. ​The increase in internet use is dominated by the island of Sumatra 22.1 percent.
Furthermore, Java Island 56.4 percent, Bali and Nusa Tenggara 5.2 percent, Kalimantan 6.3
percent, Sulawesi 7 percent and Maluku and Papua 3 percent. Of all these respondents, the
majority said they used the internet for more than 8 hours a day.
Covid-19 does not prevent creative industry players from remaining productive. Based on
the number, business players in the creative industry sector continue to experience an increase.
Quoted from the Opus Report book "Outlook 2019", the increase in the number of business
people occurred in the home decor, packaged food, Muslim fashion, apparel and animation
sectors. The report also states that the export value of the creative economy sub-sector increased
from USD 19, 33 million or Rp 274 billion in 2015 to USD 19.98 million or Rp283 billion in
2016. . This increase was dominated by the highest sub-sectors, namely fashion (54.54%),
handicrafts (39.01%), and culinary (6.31%), which were aimed at countries such as the United
States, Switzerland, Japan, Singapore. , and Germany. The contribution of this sub-sector to the
international market is increasingly visible even though it is not yet optimally organized, both in
terms of market selection and regulation. Kemenparekraf e​ mphasized that to develop a
high-value creative economy, ASEAN countries need to create a single market and competitive
production base under the ASEAN Economic Community in 2015. In order to achieve this,
assistance is needed so that products are marketed to other countries. destination countries can be
accommodated according to market supply and demand.
The number of E-commerce subscribers has increased by 38.3 percent during the
Corona/COVID-19 Pandemic period which began from January to July 2020. The data is in

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accordance with records reported by Exabytes, a hosting service provider in Indonesia through a
written statement received by Tirto, Tuesday (25/8/2020). Exabytes said, there is a bright spot
behind the economic situation that is slowly declining where technological developments can
create new opportunities, especially in the field of E-Commerce. the increase in daily
transactions also increased to 4.8 million and the percentage of new consumers to 51 percent
during the pandemic. According to Exabytes, the rapidly increasing growth of E-commerce is
caused by changes in consumer behavior that meet their daily needs by shopping online,
especially during the Large-Scale Social Restrictions (PSBB) period. In addition, this increase
has also been driven by MSME players who are competing to switch online by joining the
marketplace or building their own online shop. Due to the rapidly increasing fashion and
e-commerce industry in Indonesia, we will discuss how Hijup can survive and what kind of
marketing Hijup is doing in this pandemic.

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 CHAPTER II
ANALYSIS AND DISCUSSION

2.1 Company Background

2.1.1. History of Hijup

HIJUP is the first modest fashion e-commerce pioneer in Indonesia that sells a
wide variety of collections of hijabs, tunics, robes, women's clothes, blouses, trousers,
plisket skirts, women's long skirts and the latest accessories. HIJUP believes that every
woman is capable of driving various changes, one of which is by looking good. HIJUP
was founded by Diajeng Lestari and was officially established on august 2011. Diajeng
Lestari has a good relation with several Muslim designers who are members of the
"Hijabers Community" Diajeng thought it is a big way to attract quality tenants in Hijup.
Ajeng visited various exhibitions, met the designers one by one to invite them to join as
tenants. The first 14 tenants who have joined since the beginning until now are Ria
Miranda, Shabilla, Casa Elana.
Established since 2011, HIJUP has partnered with a number of well-known local
brands, including Dian Pelangi, Ria Miranda, Kami., Radwah, Covering Story, Zahra
Signature, Hijab Wanita Cantik, Buttonscarves, L'Mira Ethnique, Ars Scarf By Anissa
Hapsari, Casa Elana, Hijab Sabine, Dian Pelangi, HEAVEN LIGHTS, HijabChic, Jenna
& Kaia, Nadjani, Noore, Pelangi Asmara, Tatuis, and many more. Nowadays, HIJUP has
more than 200 brands. Not only displaying collections of women's clothing from various
well-known brands, HIJUP also always presents a collection of the latest high-quality
clothes that follow the latest hijab fashion trends. The clothing and hijab collections at
HIJUP are sure to have good quality and the best prices. Apart from women's clothing,
HIJUP also sells square hijabs online, rectangular hijab motifs, khimar hijab, tuspin, and
other hijab accessories.

2.1.2. Brand Name Meaning

HIJUP stands for Hijab Up (just like in Make Up or Dress Up). But in this name,
the U is for Uniqueness and P for Pray. Because they believe that they can bring

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 something UP to all Moslem women around the world. That while wearing a Hijab, they
are not limited to do anything worthwhile, create something wonderful, and earn a lot of
respect from others. They deserve to be happy and looking great in a pretty but syar'i
outfit and fashionable hijab. According to Islamic values, HIJUP has three values,
namely “THE'' which is Trusted, Helpful and Empower. By having these values, HIJUP
always prioritizes Islamic principles for all its activities.

2.2 STP’s Analysis

2.2.1 Segmentation
Through market segmentation, companies divide large, diverse markets into
smaller segments that can be reached more efficiently and effectively with products and
services that match their unique needs. There is no particular way to segment a market,
but a marketer has to try different segmentation variables, alone and in combination, to
find the best way to observe market structure (Kotler & Armstrong, 2018). The indicators
of consumer market segmentation in this study include into four major categories that are
geographic, demographic, psychographic, and behavioral segmentation.

1) Geographical segmentation
Geographic segmentation divides the market into different geographical
units, such as nations, regions, states, counties, cities, or even neighborhoods
(Kotler & Armstrong, 2018). HijUp may decide to operate in few geographical
areas but HijUp must pay attention to geographical differences in needs and
wants. The following is geographical segmentation of HijUp:

a. Indonesia
From the geographical point of view, if HijUp divides
segmentation by countries, Indonesia is the biggest potential segmentation
for HijUp. Indonesia has a prominent opportunity to develop a fashion
business in a modest segment. Modest fashion is a term that refers to
fashion trends with a more closed fashion concept that is looking more

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 polite. A person can prefer to dress modestly for religious or cultural
purposes. But gradually, this style has become a lifestyle trend (Katadata,
2020).
Modest-clothing will become the primary industry in the world,
according to the Economy Report 2018/2019 conducted by Dubai
International Financial Center. In 2020, Indonesia is a country that has the
second-largest share in the modest fashion industry after Saudi Arabia.
Indonesia has a turnover value the US $ 20 billion or around Rp 300
trillion per year for the modest-fashion industry (State of the Global
Islamic Economy Report 2018/19, 2020)

b. Urban Population
Furthermore, Hijup also concentrates on urban population
segmentation refers to the population inhabiting areas that have a greater
population density than rural areas. In simple terms, it's the people living
in cities. The urban population represents consumers that are
gadget-friendly because the transaction of HijUP is based on gadgets.

c. Foreign Markets
In addition, Hijup segmentation can also target foreign markets,
especially OIC and other countries. Currently, Indonesia has the potential
to become the center of world fashion. The Central Bureau of Statistics
(BPS) reported that the fashion industry is one of the main contributors to
the creative economy's GDP that has a contribution of 18.01 percent,
equivalent to Rp. 166 trillion in 2016. In the same year, the fashion
sub-sector contributed 56 percent to total creative economy exports. Over
the past three years, exports of Indonesian fashion products have
continued to increase. Even in 2019, clothing products contributed US $
4.48 billion to the country's foreign exchange (Katadata, 2020). Moreover,
presently Hijup has started to expand its markets, such as opening offline
stores in England and Malaysia. Here are ten export destination countries

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 for Indonesian fashion that can be the main-focus countries in HijUp
foreign market segmentation.

Top 10 Export Destination Countries for Indonesian Fashion (2018)

Sources: Katadata

2) Demographic Segmentation
Demographic segmentation separates the market into segments based on
variables, such as age, life cycle stage, gender, income, occupation, education,
religion, ethnicity, and generation. Demographic segmentation is factors that are
the most common basis for dividing customer groups (Kotler & Armstrong,
2018). The following is demographic segmentation of HijUp:

a. Age
E-commerce transactions advance to increase every year, in line
with more exceeding demands that can be reached through online
shopping activities. This increasing trend is dominating by generation Z
and generation Y (millennials), who contribute 85% of total transactions.
Therefore in the Demographical segmentation by age, HijUp as Muslim

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 fashion e-commerce can concentrate on generation Z and generation Y in
its market segmentation. The millennial generation or Generation Y is a
group of people born in 1977–1994 according to Nielsen Media
Research's definition. Meanwhile, Generation Z is people born in the
1995-2000 period (Stillman & Stillman, 2017).
One of the reasons generation Z and millennials are dominant in
e-commerce transactions is that they grow unitedly with advances in
internet technology. Additionally, generation Z and millennials are
familiar with digital purchasing and payment systems. Another factor is
that the 15-30 year age group also dominates internet usage, compared to
other age groups. This is in line with the research of the Indonesian
Internet Service Providers Association (APJII), which states that internet
users are dominated by the younger generation. Where internet penetration
for the ages of 15-19 years reached 91%, followed by 20 years-24 years
(88.8%), and 25 years-29 years (82.7%) (Muazam, 2020).

b. Income
HijUp offers products that passed a very selective quality selection
and have collaborated with several well-known designers which have a
fairly expensive selling value. Therefore, HijUp can segment consumers
who are classified as upper-class and upper-middle-class income.

c. Level of education
In the level of education segmentation, HijUp can be focusing on
consumers who are educated and well-educated about gadgets for their
daily activities. As we know, HijUP transactions are based on
e-commerce, which requires an understanding of technology in executing
the purchases.

d. Gender
In gender segmentation, the HijUp market is focused on Muslim

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 women because the products provided by Hijup are specifically for
Muslim women, such as dresses that are not tight, not transparent, and
cover their genitals. However, the hijab segmentation base on gender is
not only limited to Muslim women but also for Muslim Men's and
Children's, because currently HijUp also has sections for men and kids on
its E-commerce.

3) Psychographic Segmentation
Psychographic segmentation classifies customers into various segments
based on lifestyle or personality characteristics. Even though customers are
categorized in the same demographic group, they can possess completely distinct
psychographic characteristics (Kotler & Armstrong, 2018). In a study on the
analysis of women's fashion market segmentation based on purchasing motives
and shopping lifestyles, there are four different segments that have distinct
characteristics, profiles, and behaviors that can affect consumer preferences in
purchasing fashion items (Hapsari & Iqbal, 2018). The following is an
explanation of the psychological segmentation of Hijup that targets the women's
fashion market:

a. Powered Early Adulthood Segment

Powered Early Adulthood is a segment with an age range of 21-30
years. The dominant purchase motive in this segment is the hedonic role
that shopping for others makes oneself happy. The Powered Early
Adulthood segment tends to Fashion Consciousness, a person's awareness
of fashion and the ability to choose, dress similarly or imitate, and be
responsive to fashion. The buy one get one strategy by offering two types
of fashion items with different fashions can make this segment feel that
they are getting more profit when shopping, and it is easier for fashion
companies to target them (Hapsari & Iqbal, 2018).

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b. Professionals Segment
The Professional is a segment with an age range of 31-40 years.
The purchase motive in this segment is utilitarian, the desire to buy
products efficiently and rationally. Also, the dominant purchasing motive
in this segment is valued, oriented towards economic benefits. This
segment also has a tendency towards brand consciousness, compared to
fashion consciousness, which tends to emphasize high prices, well-known
brands, and believe in indications that high prices indicate good quality
(Hapsari & Iqbal, 2018).

c. High End Early Adulthood Segment

This High-End Early Adulthood is a segment that is similar in
character to the Powered Early Adulthood segment in terms of age and
purchasing motivation. The difference expresses in the very distinct
income, that above Rp. 8,000,000, or it can be said that this segment is
people who are successful at a young age. This segment has a tendency
towards brand consciousness which tends to emphasize high prices and
well-known brands. Even though they have a high-income, the dominant
purchase motive in this segment is hedonic value, which is oriented
towards economic value (Hapsari & Iqbal, 2018).

d. Mid-Income Mature Segment

The Mid-Income Mature segment has middle income and an age
range that is over 41 years old. The dominant purchase motive in this
segment is the hedonic role, shopping for other people or giving gifts to
others to make yourself happy. This segment can be targeted by fashion
companies by using a buy more to pay for less strategy. Cashback and
voucher strategies can also be used because the segment at this age is
usually married and the orientation refers to other items as bonuses they
can get that will be useful for their lives. Several items with different

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 fashions that they can get in one transaction match their trend of fashion
consciousness.

4) Behavioral Segmentation
Behavioral segmentation sections customers into segments based on their
knowledge, attitude, use, or response to a product. Marketers believe behavioral
variables are the most-suitable starting point for establishing a market segment for
a business (Kotler & Armstrong, 2018). The following is behavioral segmentation
of HijUp:

a. Hijab Fashionist
The hijab fashionist segment demonstrates the highest-fashion
influence, followed by a strong willingness to find premium and
well-known brands on inquiring fashion products. The huge intention is
due to retaining the segment’s identity among their community for gaining
recognition for what they wear (Kartajaya et al., 2019).

b. Religious Moderate Dressing Style

Religious moderate dressing style is the most religious segment
among the others. This segment is included in moderately-low fashion
followers as they still slightly care about others' perceptions of what they
usually wear. This group is not entirely rational in their purchase decision.
However, they still consider economic considerations in making a
purchase decision. This segment has moderate Sharia dressing orientation
(Kartajaya et al., 2019).

c. Religious Fashion Follower

In the sharia dressing style, the religious fashion follower segment
is considerably complying with the rules so that it is included in a
moderately high category. The essential characteristic of this segment is
that they actively get involved in fashion trends. This segment is the most

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 active group compared to the others; thus, it is labeled as a religious
fashion follower since they highly consider identity actualization is very
important to create the surrounding perception (Kartajaya et al., 2019).

2.2.2 Targeting
Targeting is a process of selecting a group of consumers who are the target of the
company's approach. Targeting consists of evaluating the attractiveness of each market
segment and selecting one or more market segments to enter (Kotler & Armstrong,
2018). The steps that can be taken by HijUp in determining the target market based on
the segments described above are:

Geographical Demographic Psychographics Behavior

Indonesia, the third Millenials and Gen Gender & Religion Hijab Fashionist,
largest Muslim Z, ​especially, 23-38 Moslem Millennials Have the highest
fashion consumer in year old. Moms and fashion intention
the world Muslimah Adults for gaining
recognition on what
they wear

Urban Population, Upper Class and Religious fashion

gadget friendly upper-middle followers that
income: actively get
1. 4 -6 Million involved in fashion
income trends.
2. Above 8
million

Gender & Religion

Moslem Millennials
Moms and
Muslimah Adults

With this market segmentation, we recommend HijUp to target consumers by

dividing their priorities by generalizing them into:
1. Muslimah Adults aged 21-35 years old

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 2. First Jobber (Hijaber Working)
3. Millennials Moms
4. Hijab Fashionist & Religious Fashion Follower, Fashion Moslem Interest
5. High and Upper-middle Class
6. Has a concern with clothes that are used daily

2.2.3 Positioning
Positioning refers to the place that a brand occupies in the minds of the customers
and how it is distinguished from the products of the competitors and different from the
concept of brand awareness. HijUp, in this case, has a positioning that is certainly
different and unique from other E-commerce. In positioning, Hijup wants to create
Indonesia as the center of world Muslim Fashion through its first Islamic fashion
e-commerce in the world. As we know, HijUp is a Muslim fashion online marketplace,
where designers can display and sell their collections. People can browse fashionable
hijab, dresses, and accessories, then buy them online.

Picture 2.1 Perpetual Map of HijUp

Sources: Processed by the author

The picture above is a perceptual mapping from HijUp based on our group's
judgment and opinion. In the picture, HijUp is categorized as a brand that has
Upper-Middle in Brand Awareness and has prices that tend to be expensive or Middle
High Price. HijUp can be classified as a superior brand to other Muslim E-commerce

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 brands such as hijabenka. However, in fact, HijUp is still far behind other commercial
e-commerce in terms of price and brand awareness such as Shopee, Tokopedia, Zalora,
Cotton ink, etc. Therefore, HijUp must continue to expand its market so that Hijup's
Brand awareness can accomplish High Brand Awareness.

2.3 Marketing Analysis

The marketing mix is a basic concept in marketing, which contains the stages of
marketing a product or service. The stages in the marketing mix are known as the 4Ps which
consist of Product, Price, Promotion, and Place. Marketing Mix is the set of marketing tools that
the firm uses to pursue its marketing objectives in the target market (Kotler & Armstrong, 2018).
HijUp Marketing Strategies used to Accommodate the rising of hijab fashion trends and they
have enormous ambitions to be hijab fashion first-rate destination and also make HijUp get into
the international scene by focusing on developing the Product, Price, Place, & Promotion (4P).

2.3.1 Product
Product is a necessary element in a marketing program. Product strategy can
influence other marketing strategies. Purchasing a product is not just to own the product,
but also to meet consumer needs. Products that can be offered to the market to choose,
obtained, used, or consumed that can fulfill desires (Kotler & Armstrong, 2018). HijUp
marketer will not let anyone be tricked, because it can make consumers disappointed. The
consumer's disappointment is what can reduce trust and result in the image of the
institution.

Allah S.W.T Said:

“So, whoever does an atom's weight of good shall see it; and whoever does an atom's
weight of evil shall see it.” (​Q.S. al-Zalzalah/99:7-8)

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1) Type of Product
HijUp provides a variety of Muslim clothing products from various
well-known Indonesian designers. Several types of clothing; include fashion,
hijab, headscarf, headscarf, clothes, bags, shoes, and mukena. HijUp women's
clothing is designed by many well-known Indonesian Designers such as Vivi
Zubedi, Jenahara, Restu Anggraini, Ria Miranda, Dian Pelangi, and many more.
Among the women's clothing products available at Hijup are mukena, blouse,
shirt, blazer, coat, jacket, pants, kaftan, abaya, and so on. Men's clothing is one of
the focuses of HijUp in developing its Muslim clothing products. Unlike the types
of women's clothing, for men's clothing, HijUp collaborates with Adzhana,
Muslimadani, Allen, Dian Pelangi for Men, and many more. For the men's
clothing category, HijUp has a wide variety of collections including men's tops
and men's outerwear. HijUp sells a variety of Muslim fashion products from 85
brands from well-known Indonesian designers. HijUp also positions itself
between designers and potential buyers around the world. HijUp tries to build a
symbiosis of mutualism, designers can increase profits efficiently, while
prospective buyers can more easily find their needs through existing applications
or websites. (State CEO HijUp, Diajeng Lestari 2018/5, 2020)

2) Product Development
A product can be offered to get attention from the market, is owned, used,
or consumed, which includes physical goods, services, personality, location,
organization, and ideas or thoughts. ​To face industrial competition increasingly
strictly on e-commerce, Hijup chose to develop its products in various ways, one
of them is to stay in accordance with the maximum quality standards of HijUp.
HijUp has the strictest product selection standards. HijUp applies 3K as the
standard for selecting its products; Quality, Creativity, and Character. With the
3K standard, it expects that the product that reaches the customer is as expected.
(HijUb.com, 2018). And with all Innovation that HijUp does, HijUp gets the first

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rank in the Top 5 Islamic fashion brands in Indonesia (Socialbakers, 2015). ​In
process of developing the products, HijUp do strategies described above are;

a. Collaborations
Collaboration is a process of participation of several people or
groups of organizations to work together to achieve certain results.
Business collaboration does not only require coordination or even
communication but must also define goals, business plans, business
models, and planning in detail from the various parties involved.
(Kusnandar, 2013). In HijUp marketing strategy, HijUp has collaborated
with several well-known designers such as Ria Miranda and Dian Pelangi
as well as several well-known Body Care brands, Pixy and Dove. In a
marketing strategy to achieve its goals, HijUp has also collaborated with
Semua Murid Semua Guru (SMSG) to implement Charity. HijUp has
succeeded in conducting Co-Marketing & Co-Branding to expand the
market and provide new inspiration to consumers and also get trust from
the customer. With collaborations, HijUp can prove the quality of the
Brand.

Picture 3.1 Collaboration Pixy and HijUp

b. Product Innovation

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 According to the book of Lupiyoadi proposes there are six
categories of service innovations: (a) Major innovations (b) Business
Start-up (c) New products for the market wants (d) Expansion of product
lines (e) Product improvements (f) Style Innovation (Chistopher Lovelock,
1991). HijUp proves this strategy by ​launching their own products that are
different from other brands, hijUp makes the strong character by creating
new innovations and making consumers not only buy items because of the
pattern, but because of its unique function. HijUp launcher ​HijUp
Infeenity,​ Inner Hijab that can adjust body temperature conditions made of
Fiber, Pulp, & Wood. (HijUp.com). Innovation in a product also aims to
develop and apply the knowledge possessed by business owners. To create
innovation in a product, it takes a broad and up-to-date insight by the
development of science.

Picture 3.2 HijUp Innovation

c. Charity Product
Charity as goodwill and commitment from the company to
contribute to improving the quality of life of the community, to the
sustainability of community development, to the local economy so that it
contributes to the sustainability of the company (Rachman, 2005). CSR
can be a touchstone for a brand, seen from its ability to boost the face of
the brand. Even if CSR is packaged in a sustainable program it is believed
to be a powerful marketing tool (Simatupang, 2007). HijUp's charity is
Hanna Faridl, Chief of Merchandiser & Buyer Officer of HijUP, added,

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 HijUP wants to always contribute to goodness, one of which is the
#KirimBudi program, one of which is through an exclusive scarf specially
designed for all students of all teachers. HijUP #EmpowerChange
campaign. Buy one Scarf SMSG same as give flask disk #KirimBudi to
school at the rimland in Indonesia (HijUp.com, 2019). HijUp implements
Charity as an effort to maintain the sustainability of a product. Charity as a
marketing strategy, directly or indirectly, sooner or later will certainly be
able to have a positive impact on society.

Picture 3.3 HijUp Charity

2.3.2 Price
Price is an element in the marketing mix which determines not only profitability
but also as a signal to communicate the proportion of the value of a product (Kotler and
Keller, 2001). Price is in the narrowest sense it is the amount of money paid for goods
and services. (Kotler and Amtrong, 2004). The price of each Hijup product is clearly
stated on the website/application, the old product prices are still stored on the
website/application, the discounts offered by Hijup are very attractive, the warranty
services offered by Hijup are useful, the refunds carried out by Hijup are very good. In
Price, Marketing Strategy that HijUp do are;

a. Discount
A discount is a basic price adjustment to reward certain reactions
such as the volume of purchases and timing of the customer (Kothler,
2007). Discount also reduces from the carrying price proposed by the
seller to the buyer to perform the marketing function (McCarthy, 2009).

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 HijUp gives Various discounts on Instagram & Websites. The discount,
which is usually implemented by HijUp, is a seasonal discount, carried out
to even out sales throughout the year and deplete the stock of HijUp
products. Besides, there is also a Sale Discount, HijUp provides temporary
prices from the listed price or the official price & Sale Discounts are used
for customers to buy quickly (McCarthy, 2009). Discounts are given by
HijUp via Instagram & the official HijUp website like when Bazaar HijUp
80%, Free Mask, Free Calendar, and also random Discount 54% in
Website.

Picture 3.4 HijUp Promotion in Instagram

b. Price Strategy
Targeting is a process of selecting a group of consumers who are the
target of the company's approach. Targeting consists of evaluating the
attractiveness of each market segment and selecting one or more market
segments to enter (Kotler & Armstrong, 2018). ​Target market for HijUp is
Muslim women aged 25-35 years who have financial capabilities. HijUp
products are of high quality and character, displayed on the website with
attractive and detailed visuals at prices that match the character of the
clothes, according to the sales target, HijUp proves its Pricing Strategy by
not reducing the price of its clothes because HijUp has high quality and
the right value besides that The product price is set by the tenant, and
HijUp will receive the proceeds from the consignment sale.

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 Picture 3.5 Pricing Strategy by HijUp

2.3.3 Place
Location in services is a combination of location and distribution channel
decisions. In this case, it relates to how to deliver services to consumers and where the
strategic location is. Location means that it relates to where the company must be
headquartered and carry out its operations or activities (Lupiyoadi & Hamdani, 2009). In
this case, there are three types of interactions that affect the location, namely consumers
coming to service providers, service providers coming to consumers, and service
providers and consumers not meeting directly. Service delivery can also be done through
other organizations or people. In the delivery of services, there are three parties involved,
namely, the provider must be headquartered and carry out its operations or activities. One
of the interactions that greatly affects location is that consumers come to locations that
offer services. As in the verses of the al-Qur'an as follows :

Nabi Musa said: "That was what we were seeking after:" So they went back on their
footsteps, following (Al-Khafi 18:64).

a. HijUp Private Shopping

HijUp Private Shopping is an online shopping service provided by
HijUp to make the customer buy at HijUp without having to shop via
offline or website, hijup provides private shopping services that are more
direct between consumers and hijup admin; only by screen shooting the
goods then the admin will find the stock and payment via Transfer and
also can Cash On Delivery (COD) when the customer is in Jakarta

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 (HijUp.com). Hijup has a goal in private shopping so that consumers can
feel like they have a personal stylist, admin can provide opinions and
consumers can ask for style recommendations​.

Picture 3.6 HijUp Private Shopping

b. HijUp Warehouse Store

HijUp Warehouse Store gives the customer a new shopping
experience at HijUP by visiting the HijUP Warehouse Store. Customers
can choose, try, and bring home the best HijUp collection with various
promos and special gifts for shopping in stores. HijUp Boutique assistant
serves all your questions regarding stock, material, size, to help
determine the most suitable collection for the customer. Customers can
also choose items on the HijUP website to be tried directly and purchased
by cash, debit, or credit card at the store. Also, groceries can be sent to
the address specified by the customer, so that customers can return to
their activities without the hassle of carrying groceries (HijUp.com).

Picture 3.7 Offline Store of HijUp

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2.3.4 Promoting
Sales promotion is media and non media marketing pressure applied for a
predetermined, limited period to stimulate trial, increase consumer demand, or improve
product quality (American Marketing Association, 2007). Promotion is a form of
marketing communications. Is a marketing activity is trying to spread information,
influence / persuade, and or remind the target market for the company and its products, to
be willing to accept, buy, and be loyal to the products offered by the company concerned
(Buchari Alma, 2008). Promotion is the delivery of information from sellers to buyers to
influence attitudes and behaviors. (McCarthy, 1985).

a. HijUp Advertising
Advertising is one of the 4 promotional elements stated by Philip Kotler.
Advertising is defined as news about goods and services (Philip Kotler
and Gary Armstrong, 1991). While the definition of advertising according
to Burke is the delivery of messages sales directed to the public through a
persuasive way and aims to sell goods, services, and ideas (John D. Burke,
1980). Not ​All the segments of society get information from social media,
some of them still focused on TV and other media. Therefore, HijUp
promotion on TV and public transport is one strategy to expand the
market. Although in this era, social media is an effective place for
promotion, HijUp still uses TV & Public Transport.

Picture 3.8 Advertising of HijUp

b. Public Relations

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 Public Relation also is one of the 4 promotional elements stated by
Philip Kotler. ​HijUp social media not only sells products, but also
provides interesting information on random topics. but apparently it
doesn't have a significant effect on consumer interest, it turns out that the
exposure and comments in each post is not that much. Maybe because it's
too simple, the posting can be made more attractive so that it can be
reposted. And HijUp Public Relations Divisions take charge on HijUp
Social Media (HijUp.com).

Picture 3.9 HijUp Instagram Post

2.4 Marketing Analysis During Pandemic

As marketers, we must be able to adapt well to the situations and conditions that occur in
the environment so that we can adjust what are the urges of the consumers when facing current
fettle so that we can offer the best solutions. Some changes in the environment also affect how
consumers behave, so marketers must be smart at seeing opportunities in various situations so
that their businesses keep operating even in uncertain conditions. For example, the Covid-19
pandemic, which is still ongoing today, is an external factor that, apart from having a negative
impact on public health, also has a negative impact on other important aspects of life, such as the
economy. The economy is also one of the areas most affected by Covid-19. Business actors, as
one of the national economy drivers, must repeatedly think about what strategies can be done so
that businesses can survive in this situation. Not only business but also the life of their human
resources who depend on it.
This kind of situation was experienced by Hijup. As we explained above, Hijup is a local
business engaged in the fashion sector. To maintain their existence in the business world, they

25
have to impose better strategies to keep their customers' attention. Without changing the business
identity, here are some steps that Hijup used during the Covid-19 pandemic;

2.4.1 Product Development

Masks are a mandatory tool for someone to wear when doing activities outside during
the Covid-19 pandemic. Starting from a preventative tool to protect oneself from spreading
the virus, now masks have been successfully modified and have become one of the new
fashion items that can be combined with clothes that someone will wear (Sari, 2020). The
presence of cloth masks can be used as a separate business opportunity for fashion brand
entrepreneurs who experienced a decline in sales during the Covid-19 pandemic (Sari, 2020).
During the pandemic, Hijup not only produces masks but also develops them to suit
customer needs and to compete with other competitors. The following is the development of
Hijup-style mask products;
1. Earloop Mask & Headloop Mask
At first, Hijup produced an earloop mask that was commonly worn by the
general public. However, because maybe not everyone wearing a hijab is
comfortable using an earloop mask, Hijup has also developed a headloop
mask product to answer the problems that exist in women who wear hijab and
not comfortable using an earloop mask for various reasons, maybe because of
its difficulty opening the mask when wearing a hijab, doesn't look neat, and
etc.

​Picture 3.10 HijUp Product Development: Mask

Sources: Hijup.com

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 We can analyze that in the production and development of mask
products, Hijup has targeted the market segment of people who wear hijab.
They positioned earloop masks for general market needs, while Headloop
masks for people who wear hijab and uncomfortable wearing earloop masks.
The production of Masks on Hijup included in the 4P elements in the
marketing mix, which one is Product.

2. Mask Connectors
Also, many other entrepreneurs sell mask connectors so that women who
wear hijab and want to use earloop masks but find it uncomfortable wearing
them, can use a mask connector that connects one mask strap to the other one
on the head. Hijup finally produced the item and developed this product as an
accessory for wearing masks. This product is modified to make it look more
beautiful and elegant when used. Apart from being used as hijab accessories,
this Mask Connector can also be used as a women's bracelet.

​Picture 3.11 HijUp Product Development: Mask Connectors

Sources: Hijup.com

We can analyze that in the production and development of Mask

Connector products, Hijup has targeted the market segment of people who
wear hijab. They also positioned the Mask Connector for people who wear
hijab and are not comfortable wearing earloop masks, but still want to wear
them. The production of Masks on Hijup included in the 4P elements in the
marketing mix, which one is Product.

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3. Three-ply mask
During the new normal era, various news reported that the recommended
mask product for activities outside the home was the three-ply mask because it
was safer to use. In the end, Hijup adapted to produce three-ply masks with
attractive designs so that anyone who wears them not only feels safe but also
looks fashionable.

Picture 3.12 HijUp Product Development: ​Three-ply mask

Sources: Hijup.com

We can analyze that in the production and development of the 3 Ply Mask
product, Hijup has targeted the market segment of people wearing a hijab
who often do activities outside. They also positioned the 3 Ply Mask as a
mask that is safer and recommended to use. The production of 3 Ply Masks
on Hijup is included in the 4P element in the marketing mix, which is
Product.

4. New Normal Starter Kit

To start a new normal era, Hijup also produced a "New Normal Starter
Kit" product that consisted of several masks and hand sanitizers. Hijup also
implements a bundling system for the "New Normal Starter Kit" product.

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 Picture 3.12 HijUp Product Development: ​New Normal Starter Kit
Sources: Hijup.com

We can analyze that in the production of "New Normal Starter Kit" Hijup
has targeted the market segment of people wearing a hijab who will have
activities outside. The product "New Normal Starter Kit" 3 Ply Mask on
Hijup is included in the 4P element in the marketing mix, namely Price and
Promotion because if you buy the bundling kit the price for each mask will be
lower than if we buy a unit.

Apart from developing masks, Hijup’s owner said in the interview of Daily Social ID,
during this pandemic entrepreneurs have their problems to overcome. For entrepreneurs who sell
secondary and tertiary needs, they must be more careful and think clearly about how to make the
products sold stand out so that consumers still have the desire to buy even in this situation. The
strategy Hijup applies is to improve product packaging by showing uniqueness and showing
quality (Nabila, 2020).

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 Sources: Hijup.com

2.4.2 Content Marketing

Content Marketing is a form of marketing strategy. Content Marketing identifies with
certainty, with analysis tips to attract the attention of prospective customers who are distributed
via digital media (Wijaya, 2019). The goal is to increase brand awareness from the public which
ultimately leads to increased purchases. The following are forms of content marketing that have
been carried out by Hijup during the Covid-19 pandemic;

1. Fashion Recommendation Content

Hijup has Fashion Recommendation Content to provide ideas to customers
on how to properly mix and match clothes to make them look good when used.
During the Covid-19 pandemic, Hijup developed content to suit the current
situation, just as Hijup released articles on its website regarding hijab
recommendations for Working From Home (WFH).

Sources: Hijup.com

We can analyze that, in the release of articles, Hijup has targeted the
market segment of women who wear hijabs and work. They positioned them as
hijab that have comfortable materials to use at home so that women who have
similar situations will be interested in buying the product.

30
2. Tips and Trick Content
HijUp also publishes annual content to provide information that is useful for
Hijup customers. One of them is Tips and Trick. In this pandemic, the content has
been adjusted to the current situation so that customers can receive and use the
information they have read.

Sources: Hijup.com

3. Interactive
Content This content is content to interact directly with consumers to
entertain and attract more consumers. Hijup has done it through quizzes,
giveaway content, etc.

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 ​ Sources: Hijup Instagram

2.4.3 Promotion
During the pandemic, Hijup also continues to hold promotions for some products
that aim to attract consumers so that Hijup can still boost sales.

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 Sources: Hijup.com

It can be analyzed that promotions on Hijup are included in the 4P elements in the
marketing mix, namely Promotion.

2.4.4 Charity
Hijup also raises funds during a pandemic aimed at less fortunate people,
especially people most affected by the Covid-19 pandemic situation. The donations
provided were in the form of food, necessities, medical equipment, and others.

Sources: Hijup Twitter

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 CHAPTER III
CONCLUSION AND RECOMMENDATION

3.1 Conclusion

In marketing their products, HijUp provides a unique appearance in e-commerce where

the features and products offered have identical differences and attract the attentiveness of
potential buyers who will buy. As e-commerce provides Muslim fashion, Hijup carries Islamic
value in running its business covered in the HijUp 4P marketing strategy.
In implementing its marketing strategy on the product side, HijUp is not an open
e-commerce platform where all vendors can propose their products. HijUp applies several
standards that must be adhered, in terms of quality and a unique brand before the products are
offered in the marketplace. Both of these are expected to make the products offered more
engaging to customers. In terms of the place side, HijUp is not only online-based e-commerce,
but there is an offline store to obtain it easier for customers to buy. HijUp understood that offline
stores were still needed to target customers outside Jakarta and provide the public wants to get
closer to the quality of the clothes. In terms of the price side, HijUp also offers relatively
inexpensive prices for the quality of the products proposed. And lastly, in terms of the promotion
side, HijUp has also conducted various efforts to promote TV and public transport to expand the
market. Lastly, Amid economic uncertainty, HijUp stills implementing its marketing strategy,
which can be explained by adjustments in content marketing, promotion, product development,
and charity during the Covid-19 pandemic.
Based on the results of our analysis and discussion regarding marketing strategies from
Hijup, the implementation of marketing strategies by Hijup both during normal and pandemic
phases can be supposed to be quite effective. It is reflected in the success of Hijup in reaching
markets to international markets and surely can be an opportunity for Hijup to become a pioneer
in the e-commerce of Muslim fashion in the world that remains to develop and become globally.
It cannot be segregated from Indonesia's potential to become the center of world fashion.

34
3.2 Recommendation

3.2.1. Branding
In our opinion, HIJUP must set a better branding so that people will always know
what is HIJUP just by saying their brand, not only in Indonesia but around the world like
every other e-commerce nowadays. First of all, we suggested HIJUP to make more of
company branding start from explaining why HIJUP has a high standard in e-commerce
and fashion industry especially muslim modest wear. Maybe HIJUP can explain the value
when they have a seminar everywhere. They also can explain it through social media,
therefore we also suggested HIJUP to optimize their social media to be informative and
catchy for their marketing. In the era of covid pandemic, everyone uses social media, so
if HIJUP optimizes their social media, it can increase their branding. One way to increase
their branding from social media is to make a collaboration with any influencers in
Indonesia. There’s a lot of influencers in instagram and tiktok that HIJUP can use to
advertise their e-commerce. So we suggested HIJUP to do a collaboration with
influencers or famous hijabers in Indonesia.

3.2.2. Market Expansion

Based on the meaning of market expansion, Market Expansion is a strategy of
expanding the market size by focusing on different segments of consumers. The potential
of a market expansion strategy depends on the size of the new market that a business is
trying to enter. We know that the target segment of HIJUP is the gen Y, which is they are
23-38 years old, we suggested HIJUP to expand their market segment from gen Y or
millennials to gen Z which is they are 8-23 years old. Based on data from Statista, it is
noted that most social media users in Indonesia are aged 25-34 years and are dominated
by men. Meanwhile, social media users in the age range, 13 to seventeen years are
dominated by women. So it says that the second most social media users in Indonesia is
the gen Z. HIJUP can expand their market segmentation maybe by the design of social
media or even the design of their product. In market expansion to gen Z, we also
suggested HIJUP to make a collaboration with young designers and young and favorit
influencers or hijabers like Ayudia or Sivia Azizah, because maybe it can reach every
woman’s perspective about fashion taste.

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3.3.3 Stick to the positioning
HijUp has quite a distinctive color compared to other e-commerce, where the
products offered are substantially identical and attract the attention of potential
consumers who will purchase. Based on our group's opinion, Hijup must stick to its
positioning as Muslim fashion e-commerce, especially for formal and semi-formal wear,
because it HijUp's competitive advantage.

36
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