Published: 2026-04-01
Strategi Pemasaran Dreyy Store Dalam Mempertahankan Penjualan di Era Persaingan Thrift Shop Melalui Instagram
DOI: 10.35870/jemsi.v12i2.6075
Abstract
Rapid technological developments have significantly impacted various sectors, including the fast-growing and highly competitive business industry in Indonesia, particularly in the thrift shop market. Dreyy Store, a thrift shop business in Bogor, employs a digital marketing strategy through Instagram to maintain sales and attract young consumers by offering quality imported second-hand clothing at affordable prices. This qualitative study uses in-depth interviews, observation, and documentation to analyze Dreyy Store’s marketing strategies based on the 4P marketing mix and SWOT analysis. Findings indicate that Dreyy Store successfully integrates quality products, competitive pricing, strategic location, and active social media promotion to maintain customer loyalty and market competitiveness. A primary obstacle identified is the limited human resources available for responsive social media customer service. The novelty of this research lies in its focus on integrating digital marketing strategies within a local thrift business, addressing specific industry challenges in Indonesia with innovative approaches.
Keywords
Marketing Mix; Thrift Shop; Instagram; SWOT Analysis; Digital Marketing
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 12 No. 2 (2026)
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Section: Articles
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Published: 2026-04-01
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License: CC BY 4.0
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Copyright: © 2026 Authors
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DOI: 10.35870/jemsi.v12i2.6075
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Prasetyo Adinugroho, Universitas Pakuan
Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Budaya, Universitas Pakuan, Bogor, Indonesia.
Meilyati Rohmah, Universitas Pakuan
Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Budaya, Universitas Pakuan, Bogor, Indonesia.
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