PROPOSED MARKETING STRATEGY TO INCREASE SALES OF JUALBELI.COM IN HOME & LIVING CATEGORY

• Main Author: Putra Nugraha, Keimas
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53510
• Institution: Institut Teknologi Bandung

The internet is something that almost everyone uses today. The internet is used to make it easier for people to find information, communicate, and even shop. Along with the rapid development of the internet, especially in Indonesia, more and more new platforms have emerged that use the internet to run them, one of which is a platform for buying and selling transactions online or what we are now more familiar with the name E-commerce. The development of e-commerce in Indonesia started from the forum to advertise their product until promoting their products and making payment transactions. E-commerce has also developed into an ecosystem for logistics service providers, which is needed to distribute goods from sellers to customers. There are currently various kinds of e-commerce companies in Indonesia with their uniqueness and advantages. Jualbeli.com is an e-commerce company in Indonesia established in 2011 and is part of the DJRM Group. DJRM Group is one of the largest conglomerates in Indonesia, owned by Forbes magazine's one of the richest people in Indonesia. Jualbeli.com has a focus category, one of which is home & living. However, compared to its competitors, the home & living category sales at Jualbeli.com are not as good as their competitors. The home & living category has good potential because sales of home & living nationally have rapid growth every year. Plus, in 2020, there is a pandemic where everyone is more often at home because their movement is restricted, which causes them to need a lot of household equipment. This research focuses on how Jualbeli.com can deal with these conditions by increasing its sales. This research was conducted with an internal analysis consisting of Segmenting, Targeting, Positioning, 7P's Marketing Mix, and internal interviews. There is also an external analysis comprised of PESTEL, Porter 5 Forces, customer analysis, and competitor analysis where the analysis is translated into a SWOT and TOWS matrix analysis. These analyzes will produce Proposed Segmenting, Targeting, and Positioning and Proposed 7P's Marketing Mix. Also, the authors provide recommendations related to this issue. Where this is expected to be helpful and implemented by Jualbeli.com to help increase company sales.