Proceedings of the 3rd Economics and Business International Conference, EBIC 2022, 22 September 2022, Medan, North Sumatera, Indonesia

Research Article

Community Engagement Strategy of Buttonscarves Through BS Lady Program

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  • @INPROCEEDINGS{10.4108/eai.22-9-2022.2337480,
        author={Munawaroh  Munawaroh},
        title={Community Engagement Strategy of Buttonscarves Through BS Lady Program},
        proceedings={Proceedings of the 3rd Economics and Business International Conference, EBIC 2022, 22 September 2022, Medan, North Sumatera, Indonesia},
        publisher={EAI},
        proceedings_a={EBIC},
        year={2024},
        month={4},
        keywords={community bs lady muslim fashion buttonscarves community engagement},
        doi={10.4108/eai.22-9-2022.2337480}
    }
    
  • Munawaroh Munawaroh
    Year: 2024
    Community Engagement Strategy of Buttonscarves Through BS Lady Program
    EBIC
    EAI
    DOI: 10.4108/eai.22-9-2022.2337480
Munawaroh Munawaroh1,*
  • 1: Universitas Sumatera Utara
*Contact email: moena0375@gmail.com

Abstract

The community approach is a method that a brand can use to encourage direct involvement and have a positive impact on the community members of a brand. The approach taken by the Muslim women's clothing brand Buttonscarves through the BS Lady is an approach that is considered to have a fairly massive movement among fans of fashion in Indonesia today. This study has 2 (two) objectives, namely 1) identifying a community approach strategy by the fashion, and 2) identifying the most prominent indicators of the phenomenon of the BS Lady among Muslim fashion fans in Indonesia. The paradigm used in this study is a descriptive qualitative paradigm with research methods on a group of people and an object to obtain a systematic, factual, and accurate oral description of the facts or phenomena being studied. The results of this study indicate that the BS Lady designed by the Buttonscarves brand can foster a community that is loyal to the brand, lifestyle, fashion, and trend among female Muslim fashion fans in Indonesia