PROPOSING STRATEGY TO INCREASE USER NUMBER THROUGH BRAND ADVOCACY: A CASE STUDY OF AUDIO STREAMING PLATFORM SVARA

• Main Author: Ramdani, Ryan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46194
• Institution: Institut Teknologi Bandung

Conventional radio listeners continue to decline, this decline is due to a change in the habits of the people who used to listen to conventional radio become digital audio listeners. SVARA is a Start-up that provides audio streaming platform services, which provides streaming radio, music and podcast features for its listeners. SVARA needs a strategy to increase the number of users. To achieve these targets, one way that can be done is by marketing strategy through brand advocacy. This research method was conducted with qualitative and quantitative methods, qualitative methods were taken by conducting interviews with SVARA users, and quantitative data methods were obtained from distributing questionnaires randomly to potential customers and SVARA users, realtime user data was also obtained from internal companies. The company's external analysis uses PESTEL and Competitor Analysis. Internal analysis of companies using STP, Marketing mix and VRIO analysis. SWOT analysis is used to draw conclusions from both analyzes. The Five A's analysis is used to describe the customer journey, in order to produce a conversion rate from potential customers to become a brand advocator. A strategy is needed to increase the conversion rate of customers from the Aware stage to the Advocate stage, the Aware stage is a key gate to increase this conversion rate, the strategy is to do brand positioning, differentiation and marketing communication in the first stage (Aware), after the customer goes through the first phase , in each subsequent phase a strategy is also needed so that the customer is at the "Advocate" stage. Diamond Strategy is used to implement strategies according to company capabilities. To convert customers from one stage to another in the customer path; Aware, Appeal, Ask, Act, Advocate then SVARA needs to implement a strategy, if SVARA can implement the strategy in a timely manner, the target to add SVARA Application users through brand advocator can be achieved.