PROPOSED MARKETING STRATEGY FOR TOKOPEDIA TO INCREASE FEMALE USER

• Main Author: Syahrurrifa'i, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67618
• Institution: Institut Teknologi Bandung

Tokopedia is one of the e-commerce companies in Indonesia that was born in 2009. In line with the internet development in Indonesia, Tokopedia is also growing with the increasing number of sellers and buyers who use Tokopedia. Currently more than 11 million sellers and 100 million active users every month. The market in Indonesia independently positions Tokopedia as an e-commerce platform that is identical to male users. This perception is not in line with Tokopedia's vision and mission to become a platform for all internet users. This study aims to analyze the situation and business opportunities of Tokopedia and propose marketing strategies to increase the number of female users. Methods of collecting data were interviews, observations and questionnaires. The secondary data used in this study were obtained through books, journals, institutional reports, reliable internet sources and data available from Tokopedia. The data were analyzed using the VRIO, PESTEL, Porter's 5 Forces, STP and Marketing Mix framework. The analysis results were summarized using the SWOT framework and translated into a strategy using TOWS. In this final project, 11 alternative strategies were obtained, which were also compared with the strategies implemented by Tokopedia previously. This research proposes a marketing strategy for Tokopedia, which includes: increasing the number of campaigns targeting female users with an attractive appearance, accelerating innovation to provide a shopping experience for new and old users, and being present offline by utilizing new branches and collaborating with partners.