RESELLER PERSONA IDENTIFICATION AND MARKETING STRATEGY DETERMINATION TO INFLUENCE PURCHASING BEHAVIOR : CASE STUDY ON THE ORGANIC PERSONAL CARE PRODUCTS

• Main Author: Daffan Reynarah Apriyanto, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57972
• Institution: Institut Teknologi Bandung

The transformation of consumer habits in choosing organic personal care products in Indonesia. This phenomenon leads to higher consumer demand for organic personal care. As brand representatives, resellers can play a role in reaching all regions and can be involved in this business process; from the reseller side, deciding which product to sell will be essential. Reseller reviews can provide an overview of a person's product sales journey. On the other hand, the study also explains if the travel description is not what it is, and if consumers have understood it from the start. Compared to the displayed reseller facility, the reseller prioritizes this aspect because the facilities obtained can affect the future. This study aims to determine the new reseller persona in the organic personal care product industry and how reseller reviews and facilities can impact the intention to become a reseller. Using a qualitative approach, this research data was collected in depth from 10 participants aged 19-30 years who had been product resellers. The collected data were analyzed using thematic coding. The results of this research are expected to provide an overview of developing the right marketing strategy for reseller market through reseller reviews and reseller facilities. The results of this study indicate that the right personas are resellers with the influencing type and resellers with the educational type. In addition, reseller reviews play a role in increasing awareness of organic products, while reseller facilities affect the consideration of becoming a reseller.