DEVELOPMENT OF MARKETING COMMUNICATION STRATEGY TO BUILD BRAND EQUITY FOR PRELO INDONESIA

• Main Author: FADHILAH (NIM : 14413016), NURULHUDA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23593
• Institution: Institut Teknologi Bandung

Prelo Indonesia is a C2C e-commerce company that focuses on second-hand goods transaction which was launched in 2015. Currently, Prelo Indonesia is lagging behind its two main competitors. Prelo’s performance on four factors of usage intention, that is trust in marketplaces, website quality, familiarity with brand, and trust in marketplaces have smaller scores compared to its competitors based on preliminary study conducted using IPCA method. Prelo must have a strong brand, <br /> <br /> <br /> so that consumers can recognize Prelo and be their first choice as second-hand goods transaction platform. Therefore, it is necessary to design a marketing <br /> <br /> <br /> communication strategy for Prelo to build its brand equity. <br /> <br /> <br /> The development of brand equity model is done by using basic framework, namely Brand Equity Creation Process Model. Based on the framework, 16 research hypotheses were developed. This theoretical model was tested using a sample of 245 respondents. Data were analyzed using structural equation modelling technique to test the relationships among variables and latent class analysis to segment the consumer. This study concludes that there are five segments of consumer from seller’s perspective, distinguished by marketing communication activites act as brand-building activity and demographic characteristics. The result was used to propose a marketing communication strategy to build brand equity by determining target audience, communication propose, communication channel, and marketing communication mix to build brand equity for Prelo Indonesia.