PROPOSED DIGITAL MARKETING STRATEGY FOR GIFT SHOP MARKETPLACE (CASE STUDY: KITA JURAGAN)

• Main Author: Akbar Buana Tafsili, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62643
• Institution: Institut Teknologi Bandung

The trend of gift hampers is increasing rapidly, at its peak, more than 130 million MSME hampers products were sold during the month of Ramadan 2021 (Kompas, 12/05/2021). Kita Juragan take advantage of this momentum, since early 2021 become a practical hampers gift shop marketplace with variety of prices. There is a problem faced by Kita Juragan, the low brand awareness. The purpose of this research is to design an effective and efficient digital marketing strategy to increase brand awareness and sales of Kita Juragan. The analysis was carried out internally and externally using the Marketing Mix (7P's), STP Analysis, Competitor Analysis and Porter's Five Force. The author conducted a survey using two types of questionnaires, for consumers of gift hampers and prospective shop partners. Then, the author conducts an analysis using the TOWS Matrix to create an appropriate strategy and determine the new STP from Kita Juragan. The results of this research are the need for Kita Juragan to restructure the team according to the company's strategic priorities, namely for shop partner acquisition, clear differentiation of functions between each marketing channel platform, focus on content with high engagement on social media and optimizing advertising.