PROPOSED DIGITAL MARKETING STRATEGY TO INCREASE BRAND AWARENESS FOR PERUMDA PASAR JAYA’S JAKBOOK

• Main Author: Mufti Nugraha, Ikhlas
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/63460
• Institution: Institut Teknologi Bandung

In this digital era that continues to develop and provide many breakthroughs, many companies in various industries carry out various innovations so as not to be left behind by other companies that apply innovations in the digital era. Companies engaged in the retail bookkeeping industry have also implemented it, including Jakbook, one of the business units managed by Perumda Pasar Jaya. Although Jakbook is still relatively new in this industry, Jakbook also does business in the digital world. Like opening an online store in E-Commerce and having social media to provide information related to books. However, despite doing the things above, Jakbook is still very low in visitors due to a lack of marketing, impacting sales decline. This is the main problem for Jakbook, namely the lack of brand awareness of Jakbook in the community, especially in DKI Jakarta. After doing various analyses on Jakbook such as Porter 5 force, Marketing Mix, STP, SWOT, Brand Awareness Pyramid, and 4 step Digital Marketing framework analysis. The author can conclude from the research that the author has done that Jakbook is still significantly less aware of its existence due to a lack of marketing or promotional activities. Besides that, Jakbook also does not maximize social media and online stores in E-Commerce fully in its use. Therefore, the author provides a proposal in the form of a digital marketing strategy to answer business problems experienced by Jakbook by using the RACE Framework.