PROPOSED MARKETING STRATEGY TO INCREASE NUMBER OF USERS (CASE STUDY: JOQIL)

• Main Author: Annisa Dwityafani, Yuvitri
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65746
• Institution: Institut Teknologi Bandung

As the technology development increasing and the micro, small, and medium enterprises as well. Micro, small, and medium enterprise generates 61.07 percent of national GDP or equal to 8,573.89 trillion. COVID-19 pandemic has positively impacted all industries including micro, small and medium enterprises. As a consequence, there is a changing user preference such as increasing the total number of digital e-commerce transactions in Indonesia. As a result of this situation the Indonesia government support the digital economy system. For the purpose to support the digital economy, DOKO as one of Indonesia's first payment technology businesses provides payment gateway services as part of a comprehensive payment ecosystem, called Joqil. Joqil was launched in early 2021, after several months from their launching the data stated that there is a significant drop in the number of target users which will indirectly affect the revenue. This research begins by identifying the external factors to find the current condition of the industry and then identifying the internal factors. The results will be use for the formulation of marketing strategy. The external analysis will use PESTLE, Five Foces Analysis, competitor and user analysis. For the internal analysis VRIO, STP analysis, and Marketing Mix. All the data will be conducted by the qualitative approach. The results from internal and external analysis will be used to create SWOT and TOWS analysis. Both SWOT and TOWS result from the internal findings, the business are the company does not have a clear STP strategy to each targeted market, brand awareness of Joqil is low, as well as technology and knowledge. However, the company has strong business reputation, variety of services, and service quality. From the external results, there is a government support about digital economy, the number of internet users and user preferences, and Indonesia economic growth. In order to find the root cause of the problem, this research use 5Whys analysis. The main root cause of business issue is Joqil lack of brand awareness which will affect the activation number. Based on the results, the proposed solution for this research is the company enhance the segmentation, targeting and positioning of the product and adapt with the current situation and needs. Second, the proposed solution is adjustment in the service marketing mix which focus on product, price, place, process, and marketing communication. For the implementation of this proposed solutions take 14 months in order to increase the number of active users. This implementation is in-line with the TOWS matrix which are develop clear STP strategy based on the user needs and behave, Increase brand awareness with online and offline activities, using company reputation to strengthen digital position by utilizing the increasing number of internet users, create an exclusive technology as there is a government support, expand variety of services and strengthen quality as user behavior changing, implement product solution based on the marketing strategy, collaboration with government and provide the service based on government policies as the technology and knowledge expansion, companies need to find better solution and ensure service quality update the security system to decrease the potential digital crime, becomes the financial solution for the merchant and engage with the government program, and increase scope of service in order to prevent from competitors and prospected.