PROPOSED MARKETING COMMUNICATION STRATEGY TO INCREASE PURCHASE INTENTION (CASE STUDY: FABELIO ONLINE FURNITURE)
Fabelio is an online furniture based on websites and sells a variety of modern minimalist furniture products. Fabelio create a marketing strategy to increase purchase intention so that sales will also increase. To attract consumer purchase intention Fabelio made a marketing communication strategy...
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| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/53087 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Fabelio is an online furniture based on websites and sells a variety of modern minimalist
furniture products. Fabelio create a marketing strategy to increase purchase intention so
that sales will also increase. To attract consumer purchase intention Fabelio made a
marketing communication strategy in the form of sales promotion, such as discount up
to. This makes an impact on consumers' perception, who assume that Fabelio is a furniture
brand that is often discounted. Both qualitative and quantitative research methodology is
used in this research to gain data information and identify alternatives for business
solution. This research aims to help Fabelio to develop the marketing communication
strategy to increase purchase intention. Data were collected from 160 respondents through
an online questionnaire. Based on the result, there are four new factors from the principal
component analysis which are groupings of sales promotion variables and brand image,
namely; value for money, brand image, the suitability of sales promotion, and frequency
of sales promotion. Those are factor is positively related towards purchase intention and
had a contribution of 46% to influence purchase intention of Fabelio.
Based on findings, the recommendation given focus on developing promotion and
branding strategy. Fabelio can further intensify existing promos, especially on item
bundling promos, buy one get free, and free shipping. Fabelio can reduce the use of the
word discount and replace it with an interesting word or sentence. For branding solution,
Fabelio can strengthen existing good associations, such as affordable prices and
minimalist design associations. Also, Fabelio can add new associations such as local
online furniture as a branding strate |
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