Analisis Strategi Bisnis Pada Startup Laia Scarf Di Bandung
Abstract
Laia Scarf merupakan startup hijab premium dengan konsep minimalis-elegan yang hadir di tengah pertumbuhan industri modest fashion Indonesia. Penelitian ini bertujuan merumuskan strategi bisnis untuk membangun brand image yang kuat dan berkelanjutan. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan pendekatan studi kasus, melalui wawancara, observasi, dan dokumentasi. Data dianalisis menggunakan PESTEL, Porter’s Five Forces, Value Chain, SWOT, EFAS, IFAS, dan TOWS. Hasil analisis menunjukkan bahwa Laia Scarf memiliki kekuatan produk namun menghadapi tantangan dalam brand awareness dan operasional. Dengan skor EFAS 3,35 dan IFAS 2,90, strategi agresif menjadi pilihan utama. Rekomendasi strategi mencakup kolaborasi dengan influencer, storytelling digital, diversifikasi produk, dan penguatan operasional. Strategi ini diharapkan dapat meningkatkan daya saing dan brand equity Laia Scarf. Kata Kunci: Strategi Bisnis, Startup, Modest Fashion, SWOT, PESTEL, Laia Scarf.
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References
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