Strategi Pertumbuhan Usaha Fashion Mahasiswa Berbasis Rumahan: Studi Kasus Ro'se Collection

Esterlia Ginting; Khafi Puddin; Fadli Agus Triansyah

Authors

Esterlia Ginting State University of Medan, Medan, Indonesia
Khafi Puddin State University of Medan, Medan, Indonesia
Fadli Agus Triansyah State University of Medan, Medan, Indonesia

Keywords:

Growth Strategy, Digital Marketing, Product Differentiation, Brand Development, Fashion Entrepreneurship

Abstract

Home-based fashion ventures run by students can reach customers through social media, yet limited resources and managerial capacity may constrain their growth. This study examines the growth strategies adopted by Ro'se Collection, focusing on digital marketing, product differentiation, brand development, and operational management. A qualitative case study design was employed. Data were gathered through in-depth interviews, observation, and documentation and analyzed using an interactive process of data reduction, data display, and conclusion drawing. The findings describe the use of Instagram and TikTok for product promotion and customer engagement through photographs, short videos, and live selling. The business differentiates its offerings by combining thrift clothing with Bangkok-imported apparel to address varied customer preferences. However, brand identity development, inventory management, and the allocation of time to business operations remain challenges. These findings suggest that social media engagement and product variety constitute adaptive practices within this student-managed venture, while sustained development requires more consistent internal management. Because the manuscript does not provide comparative sales figures or customer growth records, the effectiveness of these practices cannot be established in terms of measurable business expansion. The study offers context-specific insights into the opportunities and constraints associated with growth strategies in home-based student fashion entrepreneurship.

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