PROPOSED DIGITAL MARKETING STRATEGY FOR “MONZE LEATHER GOODS” IN EMBRACING THE RAPID GROWTH OF E-COMMERCE IN INDONESIA USING E-IMC MODEL

• Main Author: Marwa Umniati, Asri
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/36789
• Institution: Institut Teknologi Bandung

Its culture of mobile connectivity has brought the switching behavior that people’s demand and expectation keeps growing due to the reason that social media has become a new need in human life. Despite the reality of the declining of in retail sales, sales in online and e-commerce grew rapidly. It shows how fast the way people to buy products or services through internet. This study was meant to find out the business solution to cope Monze’s which concentrate to analyze the business environment of Monze, to formulate the most suitable digital marketing strategy. Monze has run its business for almost three years since 2016, but despite its objective to become the leader market in end-product leather industry, Monze still barely can penetrate the market along other competitors. Meanwhile, other competitors that specialize in leather goods in fashion industry have sold their products using website store that is self-maintained. Relying on only to marketplace and through offline store is not enough for Monze to achieve its target. The research methodology used for this study was identifying the business issue encountered by the company. This is done by conducting a preliminary interview with the internal team of Monze, and then business environmental analysis, conducting quantitative analysis to find out the relation between online advertising and sales promotion with the customers’ attitude towards Monze using E-IMC model, and then formulating SWOT. Ordinal logistic regression is used within this study to find whether every statement on online advertising and online sales promotions affects to the dependent variable which is the respondents’ attitude towards Monze. After that strategy formulation for improving the digital marketing of Monze’s website, and lastly implementation plan is suggested after getting the business solutions. A banner, a display advertising on social media displayed on a website, and SEO as online advertising channel for optimizing its potential to raise number of visitors significantly affects customers’ attitude towards Monze. For online sales promotion, a discount, a promotion (buy 1 get 1 free) and seasonal promotion on a website significantly affects to customers’ attitude towards Monze.