ONLINE PROMOTION ACROSS GENDER : CASE OF “LOKALOGUE” WORKSHOP

• Main Author: Roosita, Oshi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41247
• Institution: Institut Teknologi Bandung

In Indonesia, Creative Economy sector is increasing both in economic value and earnings potential and it has become a sector that has significant contribution in GDP. This phenomenon becomes an opportunity to so many people to become more creative and artisan to be more appreciated. Workshop also becomes an increasingly profitable businesses that are targeting both gender with variety of classes. Although both gender is targeted, however the responses from each gender are not the same. This study intends to prove that there are differences in the way of each gender react to online promotion in relation to their intention in joining the workshop. This study specifically explore Lokalogue as one of the Creative Organizer that held workshop regularly but have unequal gender of the participants in their workshops. The difference in response of online promotion from male and females are indicating that this specific marketing segmentation is important for many business to consider on how they market their products and services. Previous research indicates that there are different responses from male and female in using the internet for online shopping, communication, and relationship management (Chan et. al., 2015) The aim of this study is to know the differences in the way of each gender react and their perception towards online promotion in relation to their intention in joining the workshop. The method used is exploratory and conclusive research, the exploratory research is conducted with online survey where the participants are asked about their perception of some online promotion attempts, what kind of channel and content they preferred, and their intention to join the workshop. For the conclusive research, it was using online survey with indicators extracted from the exploratory research before, they are gender representative, likelihood, engagement, and intention to join and the variables are tested with regression analysis. The research indicates that there are some differences from males and females, while female shows that the gender representative and engagement significantly affect intention to join, male results shows there are no variables that are used, significantly affect intention to join. For reaching conclusion for male respondents, further research were conducted by depth interview, and results show that male preferred Instagram as their preferred channel, video as preferred marketing content, and mostly answers content as the factor that affect them to join the workshop.