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

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...

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Main Author: Daffan Reynarah Apriyanto, Muhammad
Format: Final Project
Language:Indonesia
Online Access:https://digilib.itb.ac.id/gdl/view/57972
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Institution: Institut Teknologi Bandung
Language: Indonesia
id id-itb.:57972
spelling id-itb.:579722021-08-30T05:16:45ZRESELLER PERSONA IDENTIFICATION AND MARKETING STRATEGY DETERMINATION TO INFLUENCE PURCHASING BEHAVIOR : CASE STUDY ON THE ORGANIC PERSONAL CARE PRODUCTS Daffan Reynarah Apriyanto, Muhammad Indonesia Final Project Reseller Reviews, Organic Personal Care Products, Reseller Facilities, Persona, Purchase Behaviour.. INSTITUT TEKNOLOGI BANDUNG https://digilib.itb.ac.id/gdl/view/57972 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. text
institution Institut Teknologi Bandung
building Institut Teknologi Bandung Library
continent Asia
country Indonesia
Indonesia
content_provider Institut Teknologi Bandung
collection Digital ITB
language Indonesia
description 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.
format Final Project
author Daffan Reynarah Apriyanto, Muhammad
spellingShingle Daffan Reynarah Apriyanto, Muhammad
RESELLER PERSONA IDENTIFICATION AND MARKETING STRATEGY DETERMINATION TO INFLUENCE PURCHASING BEHAVIOR : CASE STUDY ON THE ORGANIC PERSONAL CARE PRODUCTS
author_facet Daffan Reynarah Apriyanto, Muhammad
author_sort Daffan Reynarah Apriyanto, Muhammad
title RESELLER PERSONA IDENTIFICATION AND MARKETING STRATEGY DETERMINATION TO INFLUENCE PURCHASING BEHAVIOR : CASE STUDY ON THE ORGANIC PERSONAL CARE PRODUCTS
title_short RESELLER PERSONA IDENTIFICATION AND MARKETING STRATEGY DETERMINATION TO INFLUENCE PURCHASING BEHAVIOR : CASE STUDY ON THE ORGANIC PERSONAL CARE PRODUCTS
title_full RESELLER PERSONA IDENTIFICATION AND MARKETING STRATEGY DETERMINATION TO INFLUENCE PURCHASING BEHAVIOR : CASE STUDY ON THE ORGANIC PERSONAL CARE PRODUCTS
title_fullStr RESELLER PERSONA IDENTIFICATION AND MARKETING STRATEGY DETERMINATION TO INFLUENCE PURCHASING BEHAVIOR : CASE STUDY ON THE ORGANIC PERSONAL CARE PRODUCTS
title_full_unstemmed RESELLER PERSONA IDENTIFICATION AND MARKETING STRATEGY DETERMINATION TO INFLUENCE PURCHASING BEHAVIOR : CASE STUDY ON THE ORGANIC PERSONAL CARE PRODUCTS
title_sort reseller persona identification and marketing strategy determination to influence purchasing behavior : case study on the organic personal care products
url https://digilib.itb.ac.id/gdl/view/57972
_version_ 1822002811009761280