RANCANGAN STRATEGI KOMUNIKASI PEMASARAN UNTUK MEMBANGUN EKUITAS MEREK DARI SISI PENJUAL BLANJA.COM

• Main Author: MASTA ROSINTA NIM 14414029, JUNADIA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28359
• Institution: Institut Teknologi Bandung

Blanja.com is a C2C (consumer-to-consumer) e-commerce based in Indonesia. Being a new <br /> <br /> player in e-commerce industry, Blanja.com is rated as a lower-growth e-commerce compared <br /> <br /> to its competitors. This low level of growth is driven mainly by the sellers, as previous <br /> <br /> research summed up that seller has been proven to drive the growth in e-commerce. When <br /> <br /> there are more sellers in the platform, there will be an escalation in product diversity, which <br /> <br /> has been proven effective to attract more buyers. In order to attract more sellers, Blanja.com <br /> <br /> needs to build a strong brand. This could be achieved through the management of brand <br /> <br /> equity that considers marketing dimensions and elements which contribute to a strong brand. <br /> <br /> This study aims to build a brand equity model from the perspective of sellers through the <br /> <br /> implementation of structural equation modeling method on evaluating variables that <br /> <br /> contribute to a strong brand equity. These variables are derived from previous study. The <br /> <br /> brand equity of Blanja.com is measured by 9 variables, which are price promotion, <br /> <br /> advertising spending, marketplace image, non-price promotion, event sponsorship, perceived <br /> <br /> quality, brand awareness, brand association, and brand loyalty. <br /> <br /> The finding of this research is a marketing communication strategy to build brand equity of <br /> <br /> Blanja.com from the perspective of seller. The target audience will be chosen through the <br /> <br /> implementation of latent class cluster to group the observed sellers based on variables that <br /> <br /> contribute to brand equity formation, which are identified as “Gift and bonus-driven, fashion <br /> <br /> seller”, “Information-driven seller”, “Most likely aware, Electronic Seller”, and “Qualitydriven <br /> <br /> Seller” segment. The next step is to determine the communications objectives, design <br /> <br /> the communications, select the communication channels, and decide the right marketing <br /> <br /> communications mix based on brand equity model identified for the targeted audience.