PROPOSED MARKETING STRATEGY FOR RAM WATER TO ENHANCE CUSTOMER LOYALTY

• Main Author: Amallia, Kiki
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/68073
• Institution: Institut Teknologi Bandung

The home appliances industry currently shows good opportunities to continue to grow. Indonesia is one of the countries that has the opportunity to sell home appliances. Moreover, the Gross Domestic Product (GDP) in the household and equipment category increased in 2021. In addition, the trend of online shopping for home appliances has increased in the home and living category. By looking at the situations, RAM Armalia as a company running in the home appliances industry, must take the opportunity to continue to innovate that can be added value for their existing customers and potential customers. RAM Armalia sells several products such as hexagonal water processor or RAM Water, electric pressure cookers, gas stoves by direct sales. In 2021 RAM Armalia experienced a decline in sales, especially for RAM Water products. Based on the preliminary survey on thirty users who stated that RAM Water has a lack of quality of services, quality of product, design, promotion, variant, and payment. In order to survive in this industry, the company needs to focus on customer’s needs to make improvements to retain customers in long term relationships. The purpose of this study is to find out the factors that affect customer satisfaction, customer loyalty, and proposed marketing for RAM Water to enhance customer loyalty. The research method used is a mixed method approach with qualitative and quantitative data to analyze the external and internal business situation. External analysis is carried out using PESTEL, Porter's Five Forces, competitor analysis, and consumer analysis. In consumer analysis, the researcher found that the marketing mix 7p’s variables consist of product, price, promotion, place, people, process, physical evidence positively affects the customer satisfaction and customers satisfaction positively affect the customer loyalty. Meanwhile, the internal analysis is carried out using STP analysis, Marketing mix analysis, and VRIN analysis. After conducting external and internal analysis, the researcher conducted a SWOT analysis and Root Cause analysis. After that, in order to formulate a marketing strategy using the TOWS matrix. There are fifteen alternative solutions. However, there are three strategies that can be implemented based on company’s capabilities. First, provide live chat on the website to improve the quality of product services. Second, create a platform can connect on the website that has accounts, purchase history, collect points, forums and tracking orders. Third, providing webinars programs that can add value to users who are speakers by influencers.