INOVASI BISNIS SA'DAN TAILOR DALAM MENINGKATKAN PENJUALAN MELALUI MEDIA INFLUENCER FASHION

Abstract

This study aims to analyze the business innovation strategy implemented by Sa’dan Tailor through collaboration with fashion influencers and to examine its role in improving business competitiveness. The study used a qualitative approach with a case study design. Data were collected through observation, in-depth interviews, and documentation involving the business owner, influencers, and customers. Data were analyzed using the Miles and Huberman model through data reduction, data display, and conclusion drawing, while credibility was strengthened through source and technique triangulation. The findings show that Sa’dan Tailor developed its marketing strategy from conventional promotion through banners and word of mouth to digital promotion using TikTok, collaboration with a local fashion influencer, and Shopee as an online transaction channel. The strategy was associated with an approximately 20% increase in customers, increased revenue, and wider market reach. Promotional activities included two live-streaming sessions with the influencer and eight live-streaming sessions through Shopee. These activities helped attract potential customers and strengthen trust in the tailoring service. The study concludes that influencer collaboration can support the competitiveness of a tailoring business when integrated with quality stitching, good service, timely completion, and the ability to adapt to digital technology.