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• Main Author: PUTRI ANDIANA (NIM : 29108306); Pembimbing Akademik : Ir. Evo S. Hariandja, MM, DWI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/15451
• Institution: Institut Teknologi Bandung

The growth of technology has make a significant growth on information technology, with an effect of the new era which used internet in the everyday life. The growth of internet lifestyle also create the new era of business transaction through internet called e-commerce. Memooi Shop is one business which is run in the online business. Memooi Shop is selling fashion baju product through internet. Memooi Shop has generate good sales in the start of its business. <br /> <br /> <br /> Along with the time running, Memooi Shop revenue's was decreasing step by step. This condition happened because of Memooi Shop internal condition which haven't managed well. Memooi Shop has no STP strategy and also Marketing Mix strategy that is appropriate with its business. Other than that, Memooi Shop production's system also haven't managed well. Moreover, the competition in this business online becoming more crowd, which make Memooi Shop's performance decreasing worse because of its <br /> <br /> <br /> unreadiness to compete with competitor that already make a good promotion. The more important thing is, Memooi Shop also does not have any information about its consumer profile and its consumer behavior. <br /> <br /> <br /> This thesis explain about the solution for the business issues of decreasing sales as an effect of STP and <br /> <br /> <br /> unappropriate strategy. The suggested solution is the creation of Segmentation, Targeting, and Positioning. Beside, it is also created a research about online consumer behavior as the foundation for Memooi Shop in building a good strategy. The research done by measuring variables of consumer profile, online shopping motivation, and importance factors in online buying. From the generated information about consumer profile, the thesis also makes strategies of Marketing Mix which included of Product, Price, Promotion, People, Place, Physical Evidence, and Process strategies. <br /> <br /> <br /> Finally, the suggested solution will be targeting female aged 17-28 years old, with strategy of improving product display, adding product and brand variety in one location, and increasing consumers security and trust with good security systems. With specific solutions, the implementation plan is also created which included the plan for additional people, scheduling or timeframe of promotion strategy, and also budgeting as the cost needed to implement the suggested solutions. With good implemented strategies, Memooi Shop will be able to capture more konsumens and Memooi Shop also will be able to survive in the crowded competition of online business.