PROPOSED VALUE PROPOSITION STRATEGY TO INCREASE PURCHASE INTENTION IN KIDS FOOT WEAR INDUSTRY (AN EMPIRICAL STUDI AT FARA SHOES)

• Main Author: Rama Purnama, Mahardhika
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67282
• Institution: Institut Teknologi Bandung

FARA first appeared to the public on March 22, 2021, on the social media site Instagram, by presenting a cheerful, elegant, and simple theme throughout FARA's Instagram post feed. For the first six months, FARA's main focus was branding, with FARA branding working to deliver value to customers. The value is based on the education of parents, education of animals and plants, and the quality of the shoes and sandals themselves. Quantitative methodology was carried out in this study. To find out the state of the FARA company, VRIO and Marketing Mix analysis (7p) were carried out for the company's internals, then the PEST and Competitors Analysis for the company's externals. The purpose of exploring the state of FARA is the main problem in this study, namely to determine the factors that influence consumers in purchasing decisions of rigid products and whether FARA needs to develop innovation in the process. There are 3 steps taken to complete this research, the first is to distribute the first general questionnaire to 100 respondents using the questionnaire exploration method with 30 questions, the questionnaire was made from 3 research variables, namely value proposition, marketing mix, purchase intention. The second step is to distribute a second-phase questionnaire that is conical in nature to 100 respondents using the questionnaire explanation method with 28 questions. Furthermore, the third step is to manage the questionnaire using SPSS ver 22 to determine the validity, reliability, and multiple regression testing. The final step is to propose a Value Propotition, Integrated Marketing Communication, Sustainability Concept. The test results between the independent variables, namely the value proposition and the marketing mix, with the variable, namely purchase intention having an influence. In conveying messages from FARA, and targets according to the geography and demographics that have been determined. FARA conducts a campaign based on the triple bottom line. There are three very important points to be able to support the values that FARA wants to achieve, from planetary factors to people.