PROPOSED MARKETING STRATEGY FOR INITIATION DEVELOPMENT AND INCREASE SALES PERFORMANCE (CASE STUDY: CV JONIFER EMBROIDERY)

• Main Author: Sazkia Andita, Dinda
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70520
• Institution: Institut Teknologi Bandung

Convection is a business activity that turns fabric into apparel. One of the convections in Padang is Jonifer Embroidery, which has been established since 2010 has become one of the pioneers in the convection business. This convection focuses on offering embroidery services on clothes. Problems arose in the first quarter of 2021, namely a decline in sales from this convection. Therefore, this research wants to know the business situation of Jonifer Embroidery and propose the right marketing strategy to increase sales and be more competitive in facing the development of the convection industry. In formulating the strategy, the authors conducted internal and external analysis. Internal analysis consists of Segmenting, Targeting, Positioning (STP), marketing mix, value chain analysis and VRIO analysis. The author uses PEST analysis, competitor analysis, and consumer research analysis for external analysis. In this study, quantitative research methods were used in consumer research analysis with a total of 238 respondents. In this analysis a questionnaire was used to collect information related to factors that influence customer purchase intentions. The results of the study using Partial Least Squares-Structural Equation Modeling (PLS-SEM) show that there is a positive and significant influence of product and price variables on perceived quality, promotion and place variables on brand awareness and perceived quality and brand awareness on purchase intentions. Based on internal and external analysis, the author summarizes the analysis using the SWOT Matrix, which is then formulated through the TOWS Matrix and produces a new marketing strategy for Jonifer Embroidery convection. The proposed marketing strategy consists of cooperating with companies or communities, providing product guarantees to maintain customer trust, optimizing business websites for promotional media, product innovation, marketing using social media, creating customer loyalty programs, making attractive banners, offering several promotions sales, and selecting Key Opinion Leaders (KOL) according to the target market.