DEVELOPMENT OF E-FASHION DIGITAL MARKETING APPLICATION FOR THE CREATIVE FASHION INDUSTRY WEST SUMATERA

Abstract

This research was conducted to determine the digital marketing needs of fashion industry
products in the province of West Sumatra. Conducting needs analysis based on current
marketing conditions of the fashion industry products provides direction for the
development of digital marketing applications that are needed. The analysis in this study
uses a data mining algorithm and will produce an integrated digital marketing application
for fashion industry players in West Sumatra. So that the fashion industry has a container
based on digital marketing to accommodate all products and market it. This will provide
greater opportunities for these fashion products to be known by the community and will
increase the pattern of product marketing.