IMPROVING BRAND AWARENESS OF XA – PROPOSED STRATEGY FOR SOCIAL MEDIA INFLUENCERS

• Main Author: Gharmadyuti, Nabila
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/63191
• Institution: Institut Teknologi Bandung

Currently the world is being faced with the COVID-19 pandemic, where all aspects of life, including in Indonesia. These events are forcing people to stay at home to reduce the spread of the virus. For this reason, X, as one of the leading transportation technology companies in Southeast Asia, took the initiative to find one of XA's services in Indonesia. XA is a service to help customers who always want to go or have tasks to shop or buy personal items. However, during a pandemic situation, people tend to stay at home for their safety. Therefore, X presents XA as a solution for customers to shop. Through XA, customers can find stores or simply click on the nearest store and list the items they ordered and order them for the driver to pick up. If necessary tell the details to the driver via chat. However, after the survey was conducted and there are still many X users who are not aware of the usefulness of XA, which can be seen that the problem here is the lack of communication and increasing consumer knowledge of XA. The author takes 3 factors analyzed such as the effectiveness of social media; keywords and content creation; as well as product aspects in marketing. To include external parties related to these 3 factors, the authors conducted an analysis of 10 consumers. The formulation carried out by the author to complete the communication on this XA is carried out in stages starting from forming keywords, analyzing keywords that are easily accessible to consumers and creating content that is made according to the trends that are currently busy on social media. And directed to the use of social media influencers to promote XA. Expected results and strategies can help solve problems faced by XA