PROPOSED MARKETING STRATEGY FOR CUSTOMER ENGAGEMENT (CASE: YOJU – COLD PRESS JUICE)

• Main Author: Islami, Amanda
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/34145
• Institution: Institut Teknologi Bandung

Today many people are aware of their health to maintain they are eating healthy. They feel that maintain eat healthy habit will help them a healthy life. Health is a valuable asset in life. The latest research from Mintel's market intelligence agency about Southeast Asian consumers, especially Indonesia. The study revealed that as many as three out of four Indonesian consumers with 75% said they were on a healthier diet in 2017 (marketing-interactive.com, 2017). This study aims to help Yoju in marketing strategy specifically to be able to improve customer engagement. Customer engagement is one of the ways in which consumers are not easily moved to other competitors. This research uses internal analysis and external analysis, in internal the research analysis using STP Analysis and Marketing Mix otherwise external analysis using Porter 5 Force, Competitor Analysis, and Customer Analysis, Methods of observation and questionnaires in Bandung society. Furthermore, this study uses Structural Equation Modeling (SEM) to process survey results and find out the variables that most influence customer engagement. Based on the results of SEM, Brand Performance variables influence customer engagement more than content marketing variables. Brand Performance can be improved through customer care, Yoju must pay attention to consumer needs and desires. Content marketing has a correlation with the variable brand performance. Content marketing is one of the strategies that drive the audience to be attracted to the brand and encourage the audience to become customers. To increase consumer confidence in the Yoju product, it is recommended that you do a nutritional test, Yoju also has to create a Business Account to increase customer engagement Yoju. Promotion can effect provide customer yoju such as discounts, product bundling, and free delivery. The researcher hopes that the solution provided will help Yoju in developing the Cold Press juice business in the future.