PROPOSED SERVICE AND MARKETING COMMUNICATION INITIATIVES TO STRENGTHEN BLIBLI POSITIONING IN E-COMMERCE INDUSTRY

• Main Author: Surya Basaria, Evania
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68325
• Institution: Institut Teknologi Bandung

Since the beginning of the pandemic, the trend of online shopping in Indonesia has been increasing as people are reluctant to shop outside their homes. This triggered the growth of the e-commerce industry, which then resulted in high competition in the industry. Each company provides a wide selection of products and competitive prices to increase sales. In the midst of this competition, Blibli has a different strategy, namely by making service a differentiation to win the hearts of customers. Blibli, as one of the leading e-commerce companies in Indonesia under Djarum Group, believes that there needs to be other initiatives beyond price and product variety to strengthen the company's position. Blibli is committed to providing convenience and security in shopping by providing maximum service. By using primary and secondary data, the author analyses conditions of competitors, customer segmentation that prioritizes services, and how to effectively communicate the services that Blibli has. Primary data is obtained through questionnaires distributed to active users of e-commerce. Through the research conducted, it can be concluded that Blibli's main competitors (Tokopedia and Shopee) currently do not use services as a differentiator. The author also proposes customer segmentation, namely the millennial generation, who are aware of the importance of service in online shopping. Blibli's "positioning" proposed in this research is basically in accordance with Blibli's current "positioning," but Blibli needs to update its marketing communication strategy so that customers understand Blibli's advantages. The proposal submitted by the author is expected to help Blibli strengthen its position in the industry, namely as an e-commerce company that always prioritizes customer satisfaction through excellent services.