PROPOSED MARKETING STRATEGIES FOR INCREASING SALES OF ANTIVIRUS E-COMMERCE COMPANY IN INDONESIA

• Main Author: Sebastian Ambangan, Angga
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41328
• Institution: Institut Teknologi Bandung

BSA Global Software Survey report that Indonesia is 3rd largest rates of unlicensed software installation in Asia Pacific. However, Bank Macquarie shown that Indonesian market has grown 60–70 per cent annually since 2014 and will expand from US$8 billion in 2016 to US$60 billion in 2020. This is expected to generate new opportunities for e-commerce sites and their businesses. Antivirus Indonesia (www.antivirus-indonesia.com) is an online store that selling a digital product (antivirus) for the B2C market. The purpose of the study is to understand how to increase sales of this e-commerce company. Customer awareness and knowledge about licensed product can be determinant variables for sales increase. That way customer might aware and willing to pay for this digital product, also customer can re-purchase the product. People will repurchase antivirus after it is expired. Methodology research used descriptive qualitative and quantitative approach. Primary data from interview and secondary data are used to explore the internal environment and external environment, segmentation targeting positioning analysis, 4Ps of marketing mix, and SWOT analysis as basis for strategy formulation. A questionnaire survey based on in depth interview discussion and netnography research was delivered by google form to user and non-user. Around 208 respondent agreed to participate. A questionnaire above is done by convenience sampling technique. The underlying variables in the framework were examined with explanatory factor analysis. The results could be interesting for managers in e-commerce sector.