EVALUATING THE MARKET READINESS FOR O2O SYSTEM IN GRAGE CITY E-MALL (PT. MULTIPRATAMA INDAHRAYA)
During COVID-19 pandemic, many of the shopping malls in Indonesia have to be suspend their business operations because of the fourth level lockdown. Grage City Mall, a shopping mall in Cirebon municipality, is negatively affected by the limitations and restrictions of the lockdowns, such as the decr...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/62897 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | During COVID-19 pandemic, many of the shopping malls in Indonesia have to be suspend their business operations because of the fourth level lockdown. Grage City Mall, a shopping mall in Cirebon municipality, is negatively affected by the limitations and restrictions of the lockdowns, such as the decrease in the number of visitors which led to the loss of gross operating profit. Looking at the change of shopping trend in the pandemic, the company plans to change the concept of Grage City Mall from offline mall to a Smart Mall that is based on O2O concept (Online to Offline and Offline to Online). However, because of the conceptual nature of this plan and there is no prior predecessor in this type of mall, PT. Multipratama Indahraya needs to know the market demand for Smart Mall. Hence, the objective of this study is to identify the consumer demand in the present for Grage City Mall, testing the preparedness of the market for the launch of O2O system in Grage City Mall, analyzing the optimal market segment for O2O system, and suggesting a recommendation on the continuation of O2O system in Grage City Mall based on the analysis provided. This study uses a mix of quantitative and qualitative research to assess the internal and external factors contributing to the future O2O system in Grage City Mall.
The current state of Grage City Mall is explained in literature review and internal analysis. The readiness of the market for the launch of O2O system is analyzed by using consumer PLS-SEM analysis from TAM-PVT model. Optimal market segment and positioning for O2O system is analyzed using STP analysis from questionnaire results. Recommendation for the continuation and strategy is determined from mix of internal analysis of 7P Marketing Mix of O’Lokal, a prototype of O2O platform by Grage City Mall, and external analysis of PESTLE, Porter’s Five Forces, Competitor and Consumer analysis. The results lead to problems such as difference between existing and O2O system’s ideal target market, the poor curation of brands and products, and lastly is the inefficient marketing of O’Lokal. The results of the PLS-SEM analysis show that the people of Cirebon show a high intention to use the O2O system.
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