THE EFFECT OF EXPERIENTIAL MARKETING TO TECHNOLOGY ADOPTION IN INDONESIA SMALL MEDIUM ENTERPRISES

• Main Author: Michael
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/43635
• Institution: Institut Teknologi Bandung

Industry 4.0 which is big data and cloud computing (software-as-a-services) created many start-up in their industry where they want to help massive problem user or consumer. Start-up is technology provider where must to do special marketing strategy and tools especially software-as-a-service company with subscription-based model. Experiential marketing method is the one of marketing method that reach user experienced when using application or technology not only for personal but also in business wise, based on the background then appear the business issue in Roketin. This research purpose to aim effectivity experiential marketing to technology adoption in SME, consumer learning process to technology adoption through experiential marketing and give the recommendation for Roketin the best marketing experience strategy to increasing sales and create a new innovation in the existing business model. Research design and methodology are using exploratory research because the research often relies on qualitative approaches to data gathering such as informal discussions, interview and case studies. The primary data use interview to respondent who are clients and partners and the data’s that collected from government and private publications, statistical bulletin, book, journal and published information. The result of research are the respondents need free trial model as a experiential marketing to technology adoption, make the learning process more fast, more easy and more understanding through free trial that offered full feature with limited time and give the other perspective from customer for product development, to aim the customer through experiential marketing strategy. Roketin Indonesia should re-shape the business model innovation, first, regenerate the goals with improve customer relationship, improve to key activities (product feature update and customer relationship) and supporting the new business model Roketin need resources from account executive, customer success manager and product tech team. Roketin have implementation plan to realization the new business model, started from creation stage (re-generate the goals and resources), sustainability innovation stage (boost acquisition with product experience and metric, streamline billing process to help user, build strong customer relationship) and efficiency stage is about profit formula when purpose to attract the investor.