PROPOSED MARKETING COMMUNICATION STRATEGY FOR ONLINE MEDIA (CASE STUDY: APAYA.CO)

• Main Author: Gusti Putu Agung Satria Bayu, I
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/35891
• Institution: Institut Teknologi Bandung

The development of online-based media is currently growing in Indonesia, it was driven by the increasing of internet users in Indonesia. Apaya.co is an online media based in Denpasar, Bali. Apaya.co started to operate in early 2017 which consist of four team members. During the growing phase, Apaya.co faced several problems from internal and external factors. The researcher conducted an analysis of several factors that affect Apaya.co externally with PEST analysis, brand exploratory Analysis which observed the brand equity that Apaya.co obtained, and brand positioning which consist of point-of-parity and point-of-difference of Apaya.co with its competitors. For internal factors, researcher using STP analysis, brand inventory analysis, and platform analysis. After analyzing the internal and external factors, then continue with TOWS matrix to generate the alternative strategy and select the most appropriate strategy that will be done. The result of this study is several strategies that will begin to be implemented in February 2019. The researcher hopes that the chosen strategy will be able to solve Apaya.co existing problems and continue to grow.