Instagram Brand Activation for Fashion Start Ups with Experiential Marketing

Dian Prianka


A lot of startup brands utilized Instagram to build their brand online and to raise awareness toward their brand. Fashion industry is one of the many industries that rely on Instagram heavily. Three Levels of Experiential Marketing was a new strategy that was built from 5 Strategic Experiential Modules (SEMs) from Schmitt such as Sense, Feel, Think, Act and Relate to make the 5 SEMs easily applicable to businesses in Instagram. To validate the application of those Three Levels of Experiential Marketing strategy, startup brands from Faculty of Creative Industry, in Fashion and Product Lifestyle Design program utilized the modules to help build their fashion brand from scratch. There are 20 subjects of students in Fashion and Lifestyle Product Design program in University of Surabaya. These subjects start their own fashion branding on Instagram and utilized the Three Levels of Experiential Marketing Strategy for 1 month. In conclusion, not every factor can be fully embedded, and factors under Sense, Feel and Relate SEMs are the most effective ones.


Instagram; Fashion; Engagement; Experiential Marketing.

Full Text:



Aliansyah, M. R., & Ali, D. S. F. (2017). Strategi Komunikasi Pemasaran Melalui Media Instagram (Studi Kasus Forever Young Crew). eProceedings of Management, 4(3), 3123-3129.

Alter, N. (2016). Four Ways Instagram Is Redefining The Fashion Industry, Launchmetrics. Available at:¬-industry (Accessed: 29 March 2021).

Anhar, R. A., & Haryati, I. (2020). Analisis Persepsi Konsumen pada Pemasaran di Media Online. Jurnal Dimensi, 9(3), 412-421.

Anisyahrini, R., & Bajari, A. (2019). Strategi Komunikasi Pemasaran Pengelola Clothing Line di Instagram. PRofesi Humas, 3(2), 237-254. Doi:

Anuar, N. I. M., Mohamad, S. R., Zulkiffli, W. F. W., Hashim, N. A. A. N., Abdullah, A. R., Rasdi, A. L. M., Dareman, S. N S., Zainuddin, S. A., Azmi, N. F., & Abdullah, S. S. (2020). Impact Of Social Media Influencer on Instagram User Purchase Intention Towards the Fashion Products: The Perspectives Of Students. European Journal of Molecular & Clinical Medicine, 7(8), 2589-2598.

Ariesandy, P., & Zuliestiana, D. A. (2019). Pengaruh Social Media Marketing Melalui Instagram Terhadap Minat Beli Konsumen Ladyfameshop. eProceedings of Management, 6(2), 2767-2772.

Azizah, R. N., & Sidik, A. P. (2020). Perilaku Pencarian Informasi Produk Fashion Melalui Media Sosial Instagram. Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi), 1(1), 11-23.

Chrisprastika, C. (2015). ‘Instagram User Behavior #2 - Survey Report’, JAKPAT, 22 August. Available at: (Accessed: 29 March 2021).

De Perthuis, K., & Findlay, R. (2019). How Fashion Travels: The Fashionable Ideal In The Age of Instagram. Fashion theory, 23(2), 219-242. Doi: 2019.1567062

Faisal, M. (2017). Komunikasi Pemasaran Tugu Barbershop dengan Menggunakan Media Instagram. E-Jurnal Ilmu Komunikasi Universitas Mulawarman, 5(3), 413-425.

Farida, I. (2006). Experiential Marketing Sebagai Suatu Strategi Dalam Menciptakan Customer Satisfaction dan Repeat Buying Untuk Meningkatkan Kinerja Pemasaran. Jurnal Studi Manajemen dan Organisasi, 3(1), 28-39.

Gentile, C., Spiller, N. and Noci, G. (2007). How To Sustain The Customer Experience:: An Overview Of Experience Components That Co-Create Value With The Customer. European management journal, 25(5), 395–410.

Ha, Y. I., Kwon, S., Cha, M., & Joo, J. (2017). Fashion Conversation Data on Instagram. In Proceedings of the International AAAI Conference on Web and Social Media, 11(1), 418-427.

Harahap, D. A. (2018). Perilaku belanja online di Indonesia: Studi kasus. JRMSI-Jurnal Riset Manajemen Sains Indonesia, 9(2), 193-213. Doi:

Harba, J. N. (2019). New Approaches to Customer Experience: Where Disruptive Technological Innovation Meets Luxury Fashion. In Proceedings of the International Conference on Business Excellence, 1(1), 740-758.

Hartanto, S. (2020). Influencer sebagai Alat Pemasaran Produk Fesyen. Jurnal Da Moda, 2(1), 23-29. Doi:

Herrera, V. J. R., Carrillo, E. P. M., Herrera, S. E. V., & Villar, F. R. C. (2020). Influence of Experiential Marketing on Online Engagement of the Consumer in the Fashion Industry in the City of Aguascalientes. Advances in Management and Applied Economics, 10(4), 1-8.

Holbrook, M. B. (1999). Introduction To Consumer Value. Consumer value: A framework for analysis and research, 1–28.

Indika, D. R., & Jovita, C. (2017). Media sosial instagram sebagai sarana promosi untuk meningkatkan minat beli konsumen. Jurnal Bisnis Terapan, 1(01), 25-32. Doi:¬10.24123/¬jbt.v1i01.296

Jeong, S. J., & Rhee, Y. J. (2019). The Effect of Experiential Marketing Factors of Fashion Service Applying 4th Industrial Revolution Technology on Customer Acceptance And Use: Focusing on 3D Printing, Internet of Things, and Innovation. Journal of the Korea Fashion and Costume Design Association, 21(3), 93-108. Doi:

Koivisto, E., & Mattila, P. (2018). International fashion trade shows as platforms for experiential branding. Journal of Global Fashion Marketing, 9(2), 161-178. Doi:¬20932685.2018.1435295

Maulana, F. (2019). Pengaruh Kualitas Pelayanan dan Experiential Marketing Terhadap Loyalitas Pelanggan Pada Pusat Kebugaran D’gym Apita Cirebon. Indonesian Journal of Strategic Management, 2(2), 1-10. Doi:

Miranda, S., & Lubis, E. E. (2017). Pengaruh Instagram Sebagai Media Online Shopping Fashion Terhadap Perilaku Konsumtif Mahasiswi Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Riau. JOM FISIB, 4(1), 1-15.

Mavilinda, H. F. (2020). Analisis Pengaruh Motivasi Hedonik Terhadap Pembelian Impulsif Melalui Pencarian Produk Sebagai Variabel yang Memediasi (Studi Kasus Pada Produk Fashion di Media Sosial Instagram). Jurnal Manajemen dan Bisnis Sriwijaya, 18(2), 97-112.

Meidy, R. F., Suhartanto, D., & Senalasari, W. (2020). Keterlibatan Pemasaran Elektronik Mulut ke Mulut Melalui Media Sosial Instagram: Bukti Empiris dari E-commerce Hijup. In Prosiding Industrial Research Workshop and National Seminar 11(1), 1060-1065). Doi:¬10.35313/¬irwns.v11i1.2164

Nurdin, M. (2021). Pengaruh Strategi Pemasaran Islami Terhadap Keputusan Pembelian Thrifting di Instagram pada Masyarakat Surabaya. Nomicpedia: Journal of Economics and Business Innovation, 1(2), 89-101.

Prianka, D., Ku, T. H. and Cheng, C. Y. (2017). OE-6 Building a Personal Brand on Social Media from Experiential Marketing Perspective - A Case Study on Indonesia’s Fashion Instagrammers. in. Conference on Innovation of Taiwan Textile Industry 2017 台灣產業加值創新研討會議程, Taipei, Taiwan, 468–486. Available at: (Accessed: 29 March 2021).

Rather, R. A. (2020). Customer Experience and Engagement in Tourism Destinations: The Experiential Marketing Perspective. Journal of Travel & Tourism Marketing, 37(1), 15-32. Doi:

Schmitt, B. (1999). Experiential Marketing: How To Get Your Customer To Sense, Feel, Think, Act And Relate To Your Company And Brands. New York: The FreePress

Schmitt, B. (2011) Experience marketing: Concepts, Frameworks and Consumer Insights. Now Publishers Inc.

Smith, K. (2019). 126 Amazing Social Media Statistics and Facts, Brandwatch. Available at: (Accessed: 29 March 2021).

Syafaruddin, K., & Mahfiroh, N. M. (2020). Komodifikasi Nilai Islam dalam Fashion Muslim di Instagram. Profetika: Jurnal Studi Islam, 21(1), 8-16. Doi:



  • There are currently no refbacks.

Copyright (c) 2021 Teknologi dan Kejuruan: Jurnal Teknologi, Kejuruan, dan Pengajarannya

Teknologi dan Kejuruan: Jurnal Teknologi, Kejuruan, dan Pengajarannya
E-ISSN 2477-0442 (online)

Faculty of Engineering, Universitas Negeri Malang (UM)
Jl. Semarang No 5 Malang 65145, Building H5,  1st  Floor. 


 Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.     





View My Stats