PROPOSED MARKETING COMMUNICATION STRATEGY TO INCREASE PURCHASE INTENTION (CASE STUDY: FABELIO ONLINE FURNITURE)

• Main Author: Kalyaraihana Ilmandari H, Naura
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53087
• Institution: Institut Teknologi Bandung

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