A STUDY TO ANALYZE CROSS SELLING OF MIND BLOWON STUDIO BY LOOKING AT CUSTOMER INTIMACY

• Main Author: Sirumapea, Elisabeth
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64411
• Institution: Institut Teknologi Bandung

Mind Blowon Studio is one of the Animation companies in Indonesia that has carried out cross-selling strategies since 2016. Meanwhile, if they want to increase their sales revenue from cross-selling they must do it successfully because successful cross-selling requires customer intimacy and detailed information on customer demographics and preferences. Thus, the objective of this research is to identify the intimacy of the customer of Mind Blowon Studio company as one of the ways to see the successful cross-selling strategy. This study uses semi-structured interviews and an online survey method to collect the data, while using open coding, descriptive statistics, and cross-tabulation to analyze the data. The result shows that there are several indicators of customer intimacy that can be measured, consists of the frequency of respondents visited Tahilalats Instagram, the motivation of respondents to follow Instagram Tahilalats and read their comics, the willingness of respondents to do word of mouth activity. Also, awareness, purchasing, and use of Mind Blowon Studio products, and last is the reason for respondents to use Tahilalats LINE stickers. The results of the data show that the customer is intimate. This research helps Mind Blowon Studio as a company to determine the recommendations through the information of customer intimacy for increasing the success of cross-selling.