WHAT MARKETING STRATEGY IS SUITABLE TO INFLUENCE PURCHASE INTENTION OF AN ONLINE EDUCATION PLATFORMS (CASE STUDY: PT. MOJADI APPLICATION INDONESIA)

• Main Author: Wijayanti, Rahmita
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67049
• Institution: Institut Teknologi Bandung

MojadiApp is a new player in the online learning industry Domestically, it faces stiff competition from more than 200 local brands. strong brand This recognition is needed in order to be recognized and able to stand out in the existing competition. A For this purpose, an appropriate marketing strategy should be developed and implemented MojaidApp increases brand awareness. This final project aims to find the right marketing strategy to increase brand awareness and consumer buying interest. To suggest a suitable marketing strategy for MojadiApp, the author first analyzes Internal environment (using current STP analysis, current service marketing mix) and external environment (using PESTEL and Porter's Five Forces). SWOT analysis is used Concise internal and external analysis. Qualitative research methodology understands the inside and outside of the company through interviews from the point of view of target customers, including students, school decision makers, parents, and interviews with MojadiApp department heads. After gathering all the information, the goal of developing a strategy is to increase that awareness. MojadiApp branding with marketing initiatives, marketing as a general strategy guide. Execution of strategy using promotional elements such as advertising and sales. Activity advertising, direct marketing, public relations marketing, sponsorship, electronic communications, relationship marketing. The implementation of this marketing initiative aims to build strong brand awareness and influence the purchase intention of prospective MojadiApp customers through effective marketing and current business readiness or the next step in the sales journey.