DEVELOPMENT OF MARKETING INITIATIVES TO INCREASE TICKET SALES: A CASE OF MOVITIX

• Main Author: Hidayat, Abdurahman
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68333
• Institution: Institut Teknologi Bandung

In 2020, the pandemic spread throughout the world, including Indonesia. In response to this situation, the Indonesian government implemented a series of large-scale social restrictions, including closing several public places and preventing customers from watching movies in cinemas. This situation made Movitix unable to sell tickets to customers. The pandemic has changed people's habits in doing activities from offline to online. However, even though in 2021, the government has opened social media and made movie theater customers return to theaters, Movitix sales have not returned to normal. Offline ticket sales still dominate overall cinema ticket sales. This research aims to make the audience return to the cinema by buying tickets through Movitix, focusing on analyzing the factors that influence users to purchase cinema tickets. The analyses in this research used several models, including Decision Making Process Model, STP Model, Golden Circle Model, Pricing Strategy Model, and 5A Marketing Model. Based on the research results, Movitix needs to carry out several marketing initiatives to attract customers using Movitix. Not only online marketing, but Movitix also needs to strengthen offline marketing to attract customers' attention offline. In terms of payment, Movitix needs to open a payment method other than Uang to serve customers who use other payment methods. Furthermore, to respond to several parties promoting offline ticket prices, Movitix needs to cooperate with these parties to provide online promotions.