ONLINE MARKETING STRATEGY TO INCREASE BRAND AWARENESS OF RUMAH BATIK KOMAR

• Main Author: Fajar Noor Rifana - Nim: 29115627, Ridiyat
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23965
• Institution: Institut Teknologi Bandung

<p align="justify">The significant growth of internet users in Indonesia affect to the use of social media. The business that develop in social media era use social media as the fastes way to create two way promotions. The modern and traditional companies that stuck on the trends forced them to join this new way of communication. The communication include advertise effectively about their product and programs. <br /> <br /> The increasing tourism in Indonesia affect directly to Bandung as one of the tourism destination in Indonesia. One of the great way to promote the tourism is using social media. Because of that the culture and tourism companies adapt this tools to reach more customers and wider range of promotion. Rumah Batik Komar should concern on this trends as well. Rumah Batik Komar have social media but have problem in low fans involvement. Rumah Batik Komar still below its competitors for social media fans. The prequestionnaire conducted in this research and find out that 52% of respondents never heard of Rumah Batik Komar. <br /> <br /> In order to solve the low brand awareness problem, The internal and external analysis, consumer analysis, industry analysis, and competitor analysis conducted. Internal analysis using Value Chain, 7P’s and STP, External tools use PEST, and Industry analysis employ Porter’s 5 Forces. After analyze that, this research conduct factor analysis to know what factors affecting low brand awareness of Rumah Batik Komar. This analysis found that there are 3 factors that affecting low brand awareness of Rumah Batik Komar, Online marketing, Brand, and Product. After that this research employ root cause analysis that found low brand awareness happen because of Rumah Batik Komar have low promotion tools and people that responsible to social media and websites are too busy and have double job. <br /> <br /> The internal and external analysis before, used to make SWOT analysis. And from the SWOT analysis results, TOWS matrix utilized to make alternative of social media marketing strategies for Rumah Batik Komar. The implementation plan strategies described in action program scheduled for 1 years ahead. (January 2018 – December 2018) <br /> <p align="justify">