PROPOSED DIGITAL MARKETING STRATEGY TO IMPROVE BRAND AWARENESS OF PT. RSZ

• Main Author: Verezha Bintang Ibrahim, Akbar
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/56831
• Institution: Institut Teknologi Bandung

The COVID-19 pandemic that has occurred since the beginning of 2020 has generated high interest and participation of the Indonesian people in investing. The number of mutual fund investors by the end of 2020 was recorded to have increased by 78.38% when compared to 2019. Currently, there are more than 3 million Indonesians who invest in mutual funds since the industry was exist decades ago. Technology-based mutual fund sales agents (APERD) and financial technology companies are one of the main drivers of increasing public participation in investing. PT. RSZ is an APERD which has officially operated in Indonesia since 2018 by launching application and website-based product. RSZ offers various types of mutual fund products, such as sharia mutual funds, bond, money market, and index. Investors can invest in these products at affordable prices because one of the benefits offered by RSZ is the investment in penny, where all products can be purchased starting at a price of IDR 10.000. However, after approximately 3 years in the mutual fund industry, the brand awareness level of RSZ is still low when compared to competitors who are relatively the same age. One of the impacts of the low brand awareness is that the number of investors is below target in 2020. This research uses digital marketing as the independent variable and brand awareness as the dependent variable and using a simple regression analysis model. This research analyzes the internal environment using STP analysis (Segmentation, Targeting, Positioning) and 7P Marketing Mix. Analysis of the external environment using the PEST framework, Porter 5 Forces, competitor analysis, and consumer research. The results of the analysis concluded that the low awareness of the RSZ brand was caused by factors of intense competition, society habits, unattractive products, and promotional activities is not optimal. To improve brand awareness, researcher proposed a digital marketing strategy that relies on search engine optimization (SEO), online public relations, affiliate and co-marketing, and social media marketing.