STRATEGY OF WORKFORCE MANAGEMENT TOOLS PLATFORM JOB2GO WMT APPLICATION TO IMPROVE ACTIVE USERS THROUGH CUSTOMER ACQUISITION

• Main Author: Luthfansyah Prabowo, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49276
• Institution: Institut Teknologi Bandung

Today's digital technology is never separated from human life. Most human activities are carried out through smartphones, including the regulation and supervision of office activities. Based on Hootsuite in 2019, 150 million Indonesians out of a total population of 268.2 million residents (56%) are internet users, with an average internet usage of 8 hours 36 minutes per day to perform various activities therein. This condition is a business opportunity for various types of companies to compete in creating digital platforms. Changing part or maybe even the whole office, business, or an activity to be online is one of the effects of this phenomenon. Job2Go WMT is one platform to respond to the changing effects of this activity. However, Job2Go WMT as an application that has not long been competing in this field certainly faces the challenge of obtaining and maintaining its users compared to its competitors. There needs to be a clear and consistent strategy so that Job2Go WMT can take part in the competition which had already been started by competitors who had already played in this field. The author has done several things related to analyzing the current condition of Job2Go WMT. First, analyze internally from Job2Go WMT using 5C’s. Second, analyze the target market determined by Job2Go WMT using STP. After that, the authors analyze the core problems of the product using The Five A's to understand the condition of the behavior of its target market and BMC to determine what strategies Job2Go should add or change to match the behavior conditions of its target market so that the strategy will be carried out on target. The analysis was carried out by distributing questionnaires, company observations, and in- depth interviews with the CEO of this company. To answer the problem faced by increasing brand awareness of potential users while maintaining users who have used the Job2Go WMT application, the authors propose a marketing strategy using Diamond Strategy to identify the current situation of Job2Go WMT and propose a business strategy that will be used by Job2Go WMT going forward.