PROPOSED MARKETING COMMUNICATION STRATEGY FOR PT. STYLE KOREAN INDONESIA

• Main Author: Aathirah Boekoesoe, Salsabila
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68633
• Institution: Institut Teknologi Bandung

People's daily routines now include a variety of cosmetics, such as skincare and makeup. The Korean wave has brought Korean beauty products, sometimes known as K-beauty products, to Indonesia. By expanding to Indonesia, it has been able to attract the attention of Korean brands. PT Style Korean Indonesia (SKI) is an authorized distributor of Korean goods as well as an online store that sells a variety of Korean cosmetics, particularly skincare products. The company has been relying on its promotion mainly through social media marketing. Instagram is the one they work on and invest the most in. They struggle to reach new accounts, and their engagement rate on Instagram has been declining. SKI anticipated that their online visibility would mirror their sales. In order to formulate the proposed strategy, internal and external factors affecting the company were analyzed. The internal factors, including Segmentation, Targeting, and Positioning (STP), current marketing mix, and marketing resources. Along with the PESTEL, competitor and customer analysis. The consumer analysis uses the quantitative research method to analyze the relationship between the antecedents of customer engagement, customer engagement, country-of-origin, and purchase intention. The antecedents of customer engagement selected were entertainment, interaction, EWOM, and trendiness of Style Korean Indonesia Instagram content. The respondents are people who have used or currently use skincare products and are active on social media. In total, 402 respondents were collected and the hypotheses were tested using Partial Least Squares-Structural Equation Modelling (PLS-SEM). From the testing, it was revealed that entertainment and EWOM are related to engagement. Customer engagement and country-of origin also shown to have a significant influence on purchase intention. From both internal and external analysis, the strengths, weaknesses, opportunities, and threats (SWOT) are then, using the TOWS matrix, alternative proposed solutions are discussed. Two of the solutions selected are the country-of-origin marketing strategy and expanding promotion and content planning to other social media platforms. The implementation plan, including planning, monitoring, and evaluation indicators, is also presented.