DIGITAL TRANSFORMATION: REVOLUTIONIZING JESSICA COSMETIC’S MARKETING COMMUNICATION THROUGH DIGITAL PLATFORMS

Abstract

As technology evolves in our world, it changes many aspects of our lives. From doing small tasks such as doing our homeworks into changing businesses from traditional ways such as offline transactions into online transactions. This has also been accelerated by the existence of Covid-19 which limits customers from going outside of their houses in order to purchase goods. In addition, it became a huge impact for offline retailers to survive since their main income comes from customers. Thus, the usage of social media for business and E-commerce has significantly arisen. Based on the description above, we as Public Relations students at President University who learn about digital marketing are interested in analyzing the impact of business digitalization on the sales performance. It is interesting to analyze this because we could know how digitalization really brings a huge impact and can open new opportunities to gain wider brand awareness and enhance competitiveness. To measure this, we have collaborated with Jessica Cosmetic, a small business that focuses on selling skin care, cosmetics, and body care. Over time it is more challenging for Jessica Cosmetic because the business could not compete with e-commerce sellers due to lack of understanding on how to start the e-commerce business. In this case, we apply the use of IMC or Integrated Marketing Communication tools that have been taught through our course. Through this project, we know that there is indeed an influence between digital marketing on the progress of MSMEs, furthermore, Jessica Cosmetic shop is able to follow the business trend, brand awareness, and increase their sales performance by effectively using social media and e-commerce.