PROPOSED CUSTOMER ACQUISITION STRATEGY FOR HOUSE CONSTRUCTION BUSINESS (CASE STUDY : BANGUNIN.ID)

• Main Author: Widyaputri Priyandanti, Adani
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55629
• Institution: Institut Teknologi Bandung

Bangunin.id is an Online House Construction Project Management - Service platform, first established in early 2020. Bangunin.id aims to provide a platform in connecting people who want to build or renovate their house with the best quality in house building, reliable construction partners and house project progress all monitored in a digital based system. Today's construction industry is being reshaped by digitalization, albeit slowly but definitely more rapidly than ever before. Where being competitive in the digital world is a must, any construction company can not settle with middle ground strategy. Bangunin.id has to step up their game in digital marketing to keep the business ahead of the competition, and be there for the audiences. However, because Bangunin.id is considered to be a new player in the house construction industry, the problem would arise when Bangunin.id had to achieve higher customer acquisition that not yet achieved. The brand recognition of Bangunin.id is relatively low and the offline presence of the brand is still weak. Thus, by analyzing competitors, STPs, marketing 5Ps, value propositions, and customers' digital decision-making journeys, this study aims to recognize problems and formulate the most appropriate customer acquisition strategy to provide Bangunin.id with a brand recognition and customer acquisition solution. Additionally, a strategy for Customer Acquisition will be developed using the RACE Planning framework; this study is expected to provide the best approach for Bangunin.id in achieving their stated objectives.