USULAN STRATEGI UNTUK MENINGKATKAN TRANSAKSI BERLANGGANAN DI VIDIO.COM SELAMA MASA PANDEMI COVID-19 DENGAN MENGEVALUASI PERJALANAN PELANGGAN YANG ADA

• Main Author: Fadhilah Humairah, Nefa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55782
• Institution: Institut Teknologi Bandung

Covid-19 pandemic has been impacting the world and has disrupted people behaviour including people watching behaviour. The digital streaming service platform is emerging in Indonesia during the LSSR period where people are not able to go out to get offline entertainment. Vidio.com has opportunity to attract new subscription within this high demand online watching activities from Indonesian people who stay at home. The number of potential subscribers is increasing but so are the competitors. This opportunity is not easy to acquire since many other online streaming service platform also compete to attract these potential users to become their subscriber. Vidio is on the 3rd rank of the highest subscriber number on Indonesian online video platform industry. This position needs to be maintained and better yet increase the rank by acquiring these potential users during this period. To be able to attract this potential users to subscribe to Vidio, study aims to understand the customer behaviour which focuses on customer willingness to subscribe to online streaming service platform during COVID-19 pandemic through external analysis, internal analysis and exploratory research. The questionnaire and interview were also conducted to evaluate the existing customer journey. By understanding the customer behaviour, the researcher can point out which stage of the customer journey that needs improvement or development to provide better subscription experience for the users. The suggestion for better customer journey is formulated with TOWS Matrix, Marketing Mix (7Ps) and construct the program with Diamond Strategy framework. The result shows that users have high willingness to subscribe when the platform offers many ranges of content variety, HD streaming quality and attractive user experience while watching. The improvement needs to be made on the customer journey starting from consideration phase as the first priority where Vidio needs to step up their contents and partnership. Next, the purchase phase also has to be seamless and convenient to prevent the potential users to drop off before purchasing. Only few improvements need to be done on advocacy and retention phases to provide a better watching experience. Lastly, an additional strategy needs to be done for the awareness phase to boost Vidio exposure.