PROPOSED ACQUISITION AND CUSTOMER MANAGEMENT STRATEGY FOR TITIKTEMU.CO.ID AS AN ONLINE CONSULTATION MARKETPLACE PLATFORM IN INDONESIA

• Main Author: Humaerah, Aisyah
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57710
• Institution: Institut Teknologi Bandung

Ninety-four point four percent of the millennial generation in Indonesia is connected to the internet (IDN Research Institute, 2019). Millennials are well-adapted technology users in their daily lives, values, life experiences, motivations, and purchasing behavior in general (Moreno, Lafuente, Carreom, & Moreno, 2015). Indonesian millennials' shopping motivations are shopping for fun, seeking knowledge, freedom, problems breakout, and fantasy embodiment (Babin, Darden, & Griffin, 1994). This opportunity allows CV HMZ Group to provide a marketplace for online consultation to solve their problem on the virtual meeting. The business issue of this research is the managing strategy for the customer of titiktemu.co.id as a new platform. The company initiated this idea as the only platform that focuses on online consulting business with video-call. The research objective is to analyze the target customers' characteristics, find out the best strategy to acquire and manage customers and design the implementation plan for an online consultation platform. This research's primary data collection uses qualitative research methods, while secondary data is from news, articles, websites, reports, journals, books, and online reviews. Eighteen potential customers and three marketing experts are the samples. These observations separate three consultation categories; business & career, psychology, and finance. This research analyzes the internal analysis, STP, customer persona, and marketing mix, while the external analysis is TOWS, competitor, and USP analysis. The analysis formulated in customer management strategy includes; customer journey, sales funneling, and marketing mix. The acquisition strategies of Titik Temu are Instagram content, online advertising, website, consultant rules, responsiveness, and collaboration. Furthermore, the retention strategies are formulated for systematic consultation, convenience, group chat, recommendation, and ease of booking and payment. There are expert recommendations, consistency maintaining service standards, and brand recalls for the new revenue and referral strategies as an implementation plan.