INSTAGRAM SALES STRATEGY USING ACTION RESEARCH MODEL (CASE STUDY OF KENCANA BODYWORKS)

• Main Author: PRABOWO 29115129, RIEFKY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23970
• Institution: Institut Teknologi Bandung

Kencana Bodyworks is a start-up business for hair solution from Surabaya. Beginning <br /> <br /> <br /> <br /> operations by the end of 2016, all Kencana Bodyworks products are made with natural <br /> <br /> <br /> <br /> materials. To date, the company focuses on online sectors such as websites, marketplace, <br /> <br /> <br /> <br /> and social media. However, based on data obtained from the company, Kencana <br /> <br /> <br /> <br /> Bodyworks has weak sales results in the social media sector, especially Instagram which <br /> <br /> <br /> <br /> is the most popular social media in Indonesia. Therefore, this research will offer <br /> <br /> <br /> <br /> assistance to Kencana Bodyworks in addressing their business. <br /> <br /> <br /> <br /> This final project uses data collection method of a literature study and qualitative analysis <br /> <br /> <br /> <br /> from an interview with a semi-structured method. In addition, this study also utilizes an <br /> <br /> <br /> <br /> external analysis using Porter's 5 Force analysis and internal analysis using SWOT <br /> <br /> <br /> <br /> analysis as the foundation for resolving business issues with Action Research method. To <br /> <br /> <br /> <br /> gain a deeper understanding of existing corporate issues, this study also analyzes <br /> <br /> <br /> <br /> Kencana Bodyworks marketing strategies including segmentation, targeting, positioning, <br /> <br /> <br /> <br /> and marketing mix. <br /> <br /> <br /> <br /> The above analysis identifies several issues that need to be addressed immediately. To <br /> <br /> <br /> <br /> achieve their goal of increasing online sales, Kencana Bodyworks must identify <br /> <br /> <br /> <br /> appropriate strategies for Instagram. Action Research has a comprehensive approach to <br /> <br /> <br /> <br /> problem-solving, more than one method that can be used to retrieve and analyze data, <br /> <br /> <br /> <br /> such as Diagnosing (identifying or defining problems), Action Planning (selecting action <br /> <br /> <br /> <br /> alternatives), Taking Action (selecting and performing actions), Evaluating (studying the <br /> <br /> <br /> <br /> consequences of action), and Specifying Learning (identifying common findings). <br /> <br /> <br /> <br /> Based on four months of research, the authors conclude that through the Action Research <br /> <br /> <br /> <br /> Model, companies can find the best content to increase online sales that are business <br /> <br /> <br /> <br /> issues such as Give Away Product, Special Discount, Photo with Article, Video with <br /> <br /> <br /> <br /> Article, Endorse Public Figure , Testimonials, Instagram Story, Actively Ask Customer, <br /> <br /> <br /> <br /> and Sending Newsletter. In addition, the authors can provide strategies, budgeting, and <br /> <br /> <br /> <br /> timeline recommendations that are well-tested for the company to use in the next month.