TUGAS DIGITAL MARKETING

ONLINE MARKET RESEARCH UNIQLO

SEMESTER GANJIL TAHUN AJARAN 2021/ 2022

Disusun Oleh :
Nama : Tika Putri Maulina
NIM : 20810334040
PROGRAM STUDI MANAJEMEN PEMASARAN
FAKULTAS EKONOMI
UNIVERSITAS NEGERI YOGYAKARTA
 Online Market Research

1. The problem i will study : how marketing strategies can attract customers and the
influence of brand image on customer purchasing power.

2. Target customers :

Demographic Data Required

Gender : Male and Female
Age : 17-25 yo
Education : High school and above
Race/nationaly : any
Occupation : any
Regional : Indonesia and international
Area : Urban

Psychographic Data Required

Perception : affordable brand which is well-known and provides wide and good
qualty of product lines up
Learning : friens and siblings, social network, promotions and events
Motivation and needs : desire on trendy stuff and apparel for attractive looks
Life style : casual, active and free
Attitude and personality : young, passion, stylish and trendy

3. Design/develop your questionnaire – survey questions

Survey Questions
What is your gender?
What is your age?
How long have you been a UNIQLO customer?
Do you shop online or instore?
How far would you travel to shop at a UNIQLO?
 Which quality do you like the most about UNIQLO
Which of the following products have you purchased from UNIQLO before?
How likely is that you would recommend UNIQLO to a friend or colleague?
Which of these stores would you prefer to shop at and why? (Uniqlo, zara, h&m,
or gap)

Where You’ll Share Your Survey

Google from
Instagram
WhatsApp
Email
Uniqlo’s website

How You’ll Encourage/Incentivise Responses

Give a discount
Every purchase of 100 idr get 2 pcs
Cashback on every online purchase
Giveaway at the end of the month
Giving vouchers for every new user for online purchases

4. Data Collection Thechniques

Which Approaches You’ll Use & How

Observation
This research uses non-participant type of observation, that is, the researcher is
only an observer of the object to be studied, without being directly involved. In
this research, the researcher uses a non-participant observation technique, because
the researcher is not directly involved with the object being studied. Because the
research is only done online.
Questionnaire
Data collection techniques are carried out by giving a set of written questions to
respondents to be answered online.

Email Copy
Introduction
Uniqlo Co., Ltd. is a Japanese clothing apparel company. It is focused on
designing, manufacturing and retailing casual wear. It was originally
founded in Yamaguchi, Japan in 1949 as a textiles manufacturer.

With presence in more than 23 countries worldwide, now it is a global brand

with over 1000 stores around the world. which makes it one of the biggest
fashion retailers. The company is a wholly owned subsidiary of Fast
Retailing Co., Ltd.

Reason
The reason for choosing this research is to analyze marketing strategies and how
to attract customers and to determine the effect of brand image on customer
purchasing power.
Benefit
To increase knowledge and insight about marketing strategies in attracting
customers and find out how much influence brand image has on uniqlo.
Call to action
Uniqlo positions itself as a modern Japanese company that sells casual clothing
at affordable prices to overseas markets. The design, as well as the brand's style,
is consistent with this positioning and thus helps the brand gain popularity
overseas.
Uniqlo is credited with significant innovations that set them apart from their
competitors. Some examples include Heat Tech fabrics that convert moisture
into heat and then retain heat in a heating bag, Airism as a stretch fabric, and
Life wears a mix of casual and sports wear. This innovation has helped Uniqlo
introduce features into their clothing line thus setting a clear differentiator.
P.S.
In this study, it contains the conclusions obtained from the results of the
research, there are still limitations and shortcomings in the research, and
suggestions are needed that can be useful for future research.

State How You’ll Share The Results

Research on marketing strategies in attracting customers and the influence of
brand image on customer purchasing power will be disseminated on platforms
such as email, google and blogs.