STRATEGY OF PLATFORM STREAMING LANGIT MUSIK APPLICATION TO IMPROVE MONTHLY ACTIVE USERS THROUGH CUSTOMER ACQUISITION AND CUSTOMER RETENTION

• Main Author: Sarah Permana, Nabilla
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/40185
• Institution: Institut Teknologi Bandung

Digital technology is now cannot be separated from human life. Nowadays most of the human activities are using a smartphone. Related to hobbies or commonly called digital lifestyles, such as playing games, watching videos, and listening to music can easily be accessed using a smartphone. Based on Annie's app in 2018 Indonesia ranks first as the country that uses the smartphone for the longest time using a smartphone with an average of 4 hours of smartphone use a day. Playing games, watching videos, and listening to music can easily be accessed using a smartphone. This circumstance becomes an opportunity for telecommunication companies to support Indonesia's digital lifestyle improvement by providing services and product related. Listening songs with music streaming on smartphones are the largest mobile activity in Indonesia. However, Langit Musik as Indonesia music streaming application is still facing difficulty in acquiring and maintain its users where the monthly active users based on App Annie in 2018 shows that the monthly number of active users of Langit Musik for 6 months dropped from 400,000 users to 155,000 users. The position of Langit Musik application among the competitors is the also lowest. To analyze this problem, there are several analysis that has been done to analyze the current condition of Langit Musik. The first step is to analyze the internal condition of Langit Musik, second is to analyze the external force of the company. Next, is to analyze the core of Langit Musik problem using 2 thematic frames work; Customer Journey to analyze for the Customer of Langit Musik and The Five's Analysis for those who have not used the Langit Musik Application. This analyze is done by conducting a questionnaire and observation during the internship period and discuss with the product development manager. To solve the problems that faced by Langit Musik, to increase brand awareness of prospective users, and to retain users who have used the Langit Musik application, the authors encourage marketing strategies by using Diamond Strategy to improve the current Langit Musik situation and To identify the current situation of Langit Musik and propose a business strategy that will be used by Langit Musik in the future