[SCOPUS] Mario Nugroho Willyarto – Digital marketing in fashion industries within Indonesia and Thailand as cross-cultural communication to support start-up societies

Yunus, U., Pravita Wahyuningtyas, B., Nugroho Willyarto, M., Heriyati, P.
Proceedings of 2021 International Conference on Information Management and Technology, ICIMTech 2021, 2021, pp. 337–342
DOI: 10.1109/ICIMTech53080.2021.9534993

The purpose of this research was to conduct how digital marketing in fashion industry within Indonesia and Thailand as Cross-Cultural Communication to support start up society. This study used a descriptive qualitative approach to describe systematically and specifically the facts or characteristics of the situation, social settings, or certain relationships, both in the form of conditions, problems, attitudes, opinions, conditions, procedures, or systems factually and meticulously. In this research, the seven informants from startup society were observed and interviewed. The informants were chosen because of their background experiences, competencies, and credibility in fashion industry. The research result showed In the Pandemics situation, the seller in Indonesia used digital platform for marketing activities. They familiar with shop owners in Bangkok, they often get the latest fashion photos, so they have the first chance to post in their digital shop. However, in the pandemic situation platform digital help them for the trading activities. Muslim fashion, Indonesia has a more updated designer compared to Thailand so that cooperation between Indonesia and Thailand is expected to become a synergy. All transaction is dominant with digital transaction that safe for buyer, and seller.

LINK: https://ieeexplore.ieee.org/document/9534993