Analisis Strategi Bisnis Pada Startup Laia Scarf Di Bandung
Abstrak
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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