PROPOSED MARKETING COMMUNICATION STRATEGY FOR DEVELOPMENT A BUSINESS OF CREATOR MAKERSPACE

• Main Author: dicky robbiana, Moch
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/34362
• Institution: Institut Teknologi Bandung

Creator Makerspace is a creative space that is used by people to make products, develop products and businesses. The name Creator Makerspace is taken from the term creating, making something. Creator Makerspace is not only focused on making products, but creator Makerspace also has a creative, intelligent and active spirit that is owned by the millennials. Creator Makerspace is present and affiliated with culture and socialism in the city of Bandung and its surroundings. Creator Makerspace is a space for interaction and creation for society, professionals, practitioners, even academics to collaborate to create a creative scope. We inspire individuals to develop their potential. We provide practical research and classes. Creator Makerspace provides 5 creative structures as the basic content of the workshop, namely: class workshops, guest workshops, talk shows, events and business incubations. The research was conducted aimed at formulating an integrated marketing strategy method that is suitable for Makerspace Creators to be able to improve the brand, increase sales targets, and increase the number of service sales and products by implementing marketing communication strategies. This study uses an analysis of internal and external conditions at Makerspace Creator. Internal analysis used includes Marketing mix (4Ps), Marketing Communication Mix, and STP analysis. For internal analysis using customer analysis, competitor analysis, and analysis of Porters 5 Forces. The results of this analysis are used by Creator Makerspace to have the right marketing communication strategy, and what problems are faced by adding analysis using root cause analysis and IMC strategies. The results of the study became decomposers of the problems obtained, such as building brand awareness, sales promotion, engagement with users, and the use of social media. The solution used is to use influencers and endorsement as sales promotion tools, maximizing the use of social media such as Instagram, line, whatsapp, facebook, and using video content marketing on youtube, igtv, vimeo. This is done to increase brand awareness and the creative business ecosystem that is built.