ADVERTISING STRATEGY TO ACQUIRE NEW PANEL OF JAJAK PENDAPAT (JAKPAT)

• Main Author: ANGIE PRICILLIA SAMOSIR, TIO
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/43272
• Institution: Institut Teknologi Bandung

collected can be used for various things, for example by determining the size of the market and determining consumer preferences for proposed products that will enter the market. This need has led to the emergence of various panel-based market research companies. Initially, these companies were only based offline, but along with the increasing needs and faster changes, online-based research companies began to emerge, one of which was Jakpat. Jakpat provides an online panel that will answer various surveys given according to client needs. However, not all the needs of clients can be accommodated by Jakpat because there is a lack of panels in several areas, so there is an effort to improve it, by spreading advertisements through social media. Therefore determined advertising designs that are expected to increase the number of company panels. The study was conducted using two experiments, namely pilot experiments and complete factorial design experiments for further analysis, mainly checking the interaction effects of the three selected factors from pilot experiments. Pilot experiments only use 16 and 128 factor combinations and are carried out without replication, so that it functions as a screening. Of the seven factors, there are three factors which are further investigated in formal experiments. Formal experiments using twice replication and using a combination of advertising as many as 16 pieces. Just like a pilot experiment, a combination of advertisements is also spread through Jakpat social media. The results showed that the factors influencing the increase in the number of panels were advertising distribution media and the availability of promotional promises. In addition, there is an influence of the interaction of the two factors, it is mentioned that spreading advertisements through Instagram media and using promotional promises can significantly increase the number of panels. Submitting advertisements with promotional promises via Instagram will save you four times less cost than ads without promotional promises. Another one is to use a cost-per-click financing scheme because it only targets people who have the intention of advertising, thereby reducing unnecessary costs.