#TITLE_ALTERNATIVE#

• Main Author: RIFKY ADI PRADANA (NIM 13413026), MUHAMMAD
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23327
• Institution: Institut Teknologi Bandung

The Indonesia Stock Exchange (IDX), as the facilitator of securities sale and purchase transactions in Indonesia’s capital market, has launched 4 plans within the period of 2016-2020. One such plan is to increase investor participation. This program realized by the regional function, which includes the investment gallery program. Investment gallery is a three parties collaboration, between IDX, securities company, and university that aims to increase the number of investors, especially from the civitas academica. However, in the past year, more than 50% Investment galleries failed to meet the growing investor target. This is alledgedly because of the marketing strategy that applied by the gallery does not match the value that becomes the preference of the consumers. Therefore, this research is focused on designing a marketing strategy based on the multivariate analysis of the factors that influence a consumer’s intention to invest through the investment gallery. <br /> <br /> <br /> Consumer preferences are traced using 3 methods. Firstly, the factor analysis that classify 32 attributes in this research into 5 factors that influence the intention to invest through investment gallery, namely perceived image, customer experience, benefit, facilities, and response time. Based on multiple linear regression analysis, only 4 factors have significant effect, which according to importance level are perceived image, benefit, facilities, and customer experience. Second, based on descriptive statistical analysis, 2 variables that forming customer experience factor, the variables that related to staf competence also counted as variable influencing investment intention. Regarding the expected service, the highest mean pointed to the regular education activities held by the gallery. Third, with the customer journey map analysis, the activity of perceiving the gallery as well as the direct interaction with investment gallery’s staff are the activities that play an important role for the customers. <br /> <br /> <br /> Based on the analysis, it is designed a marketing mix consisting of product, promotion, and people aspect. All three form an integrated marketing system that is projected to grow the number of investors as much as 92% per year from the existing amount, as well as record the nominal transaction of about Rp 1.000.000.000,00 per year.