PROPOSED MARKETING STRATEGY USING CONSUMERS’ DECISION-MAKING PROCESS TO INCREASE INTENTION TO USE Q9 SERVICE (CASE STUDY: PT. POS INDONESIA)

• Main Author: Riska Topurmera, Ria
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46170
• Institution: Institut Teknologi Bandung

Couriers' delivery service grows significantly. The selection of delivery service providers is essential for e-commerce sellers and buyers. Delivery service can be a crucial point in the e-commerce business to effectiveness, and efficient fulfillment of consumer orders is a challenge that e-commerce actors must meet as the overall consumer shopping experience. PT. Pos Indonesia (Persero) experienced a very significant business shift. There is extremely fierce competition in the delivery service business. PT. Pos Indonesia released a new service, namely Q9 [read: kiu nain] Same Day Pos Express Delivery Service, which strongly supports the smooth delivery of online businesses. Through Q9, PT. Pos Indonesia wants to improve the company's image and the brand image as a courier service needed by the public in this digital era so that PT. Pos Indonesia does not disappear from the minds of the consumer, as its vision is to be the first choice in parcel delivery services. Second, to win the competition in the city shipping service. However, the public still sees PT. Pos Indonesia as a mailing delivery company, as evidenced by the sales numbers of mailing items that are very different from the very low rate of package delivery. The potential customers from the parcel sector have low intention to use this Q9 service. In fact, with increasing market demand in the online sales sector, the parcel delivery business must be better. In explore business problems, this study uses internal, external, and consumer buying decision-making processes. From the business exploration results of this problem, root cause analysis is made to find out the root cause of the problems faced by Q9. SWOT analysis is used as a summary and conclusion of external and internal analysis. Business solution strategies created using TOWS analysis. The author proposes a solution to increasing intention to use Q9, through increasing Q9 brand awareness by carrying out marketing strategies to urban communities, which focus on knowledge of Q9 product facilities and expanding the sales channels. The media used are search engine optimization and Google advertising, social media advertising, email marketing, and brand support by influencers. The contents of the message delivered are clear, informative, and persuasive messages that can build customer relationships (testimonies, feedback, questions and answers, contests, and prizes).