PROPOSED MARKETING STRATEGY ON BRAND AWARENESS FOR ETHISCROWD AS SHARIA EQUITY-BASED CROWDFUNDING

• Main Author: Daffa Nugraha, Fachlevi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/43019
• Institution: Institut Teknologi Bandung

In recent years, the phenomena of digital era have attracted the attention in the world. In this era, there is no exception of internet existence involved in our daily activity. One of the rising online platforms in Indonesia is EthisCrowd categorized as sharia equity-based crowdfunding that is currently being the only Indonesia sharia equity crowdfunding that exist. For running this investment platform well, there has to be encouragement and opportunities to expose investment through digital media. In the business issue of EthisCrowd has a challenge of having people to increase invest and knowledge people in general invest little amount of money from total of annual invest potential in Indonesia. This challenge has to be formulized as strategy for EthisCrowd in order to archive gradual increasing performance each yea and sustain. The priority of increase invest with brand awareness to EthisCrowd as becoming the choice of investment platform. This research formulates on improving the implementation of EthisCrowd strategy. EthisCrowd with internal, external analysis and survey with an aim for increasing brand awareness and creating effective strategy for new investors to choose EthisCrowd as the right choice for sharia investment. Implementation of strategy is to combine SWOT from questionnaire result then make it into TOWS Matrix. Finding in this research generates four main strategies that relates much on knowledge, emotional engagement that keeps close and involve existing investors through some special event of having the strategy surround the investors’ daily activity.