Proposed Strategy Marketing on Brand Loyalty for Kita Bisa as Donation-Based Crowdfunding

• Main Author: Annisa Nurfadilla, Samantha
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30785
• Institution: Institut Teknologi Bandung

Issues regarding online platforms in Indonesia start to have the attention on making positive impact. KitaBisa, is one of the crowdfunding platforms categorized as donation-based from Indonesia that makes its performance with an aim for connecting good people intention into a good action of helping others. There is much potential for people to allocate their money to donate but only one percent of total potential donation that is done for donation realization shows that people need to be triggered to participate in donation, also how donation-based crowdfunding is supposed to have emotional and personal touch through the recipients’ stories that make people donate. <br /> <br /> The business issues of KitaBisa has its challenge of having people in general donate little amount of money from its total of annual donation potential in Indonesia. This challenge has to be formulized as strategy for KitaBisa in order to achieve gradual increasing performance each year and sustain. The priority of enhancing the donation is by strengthening the existing donators to keep donating and loyal to KitaBisa as becoming the choice of donating platform. This research formulates on improving the implementation of KitaBisa strategy. <br /> <br /> KitaBisa with its internal, external and survey analysis with an aim for improving its performance and have the formulation concerns on both donators for their loyalty for trusting KitaBisa every time they want to donate and non-donators as supporting data for their interest on starting to donate on KitaBisa. The implementation of the strategy is the combination of researcher’s SWOT analysis and respondents result of questionnaire that are analyzed as TOWS Matrix. Findings in this research generates four main strategies that relates much on emotional engagement that keeps close and involve existing donators through some special events or having the strategy surround the donators daily activities. <br />