OPTIMIZING DIGITAL MARKETING IN AN EFFORT TO INCREASE ONLINE SALES AT RAMLI COLLECTION

Abstract

This study aims to identify and formulate steps to optimize digital marketing strategies to increase online sales at Ramli Collection, a men's Muslim clothing brand. This study uses a qualitative approach with a case study method, involving three key informants: the owner, marketing manager, and consumers. Data were collected through observation and interviews and then analyzed descriptively. The findings show a decline in online sales over the past three months, caused by a lack of consistent content, limited engagement with consumers, and suboptimal digital promotions. Based on these findings, Ramli Collection must increase the frequency and diversity of content marketing, strengthen engagement through live streaming and quick responses on social media, collaborate with influencers, and develop creative advertising campaigns. This study provides a theoretical contribution to understanding the application of digital marketing in the Muslim fashion industry, as well as a practical contribution in the form of strategic recommendations to improve the effectiveness of marketing and online sales.