FORMULATION OF SOCIAL MEDIA CONTENT STRATEGY FOR BABYRAF JAKARTA TO INCREASE REVENUE GROWTH

• Main Author: Dwi Nugrahini S, Delanny
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70715
• Institution: Institut Teknologi Bandung

BabyRaf Jakarta is a company that provides rental services for children's toys and baby necessities for individuals between birth and 8 years old. The company was established in 2018 and has seen an increase in revenue from its inception until the end of 2021, even during the early stages of the pandemic. However, in 2022, the trend of fluctuating income has tended to decrease. In an effort to improve company performance, BabyRaf Jakarta is focusing on attracting customers within its target market and has implemented a social media strategy on Instagram, featuring four types of content, which are disseminated through Instagram ads. Upon evaluation, this strategy has proven to be less effective in generating customer interest in BabyRaf's products. To address this issue with BabyRaf Jakarta's social media presence, the author conducted various analyses and developed a marketing strategy through Instagram, prioritizing the use of content containing product portfolios and pricing information, as well as informational content. The analyses included a competitor analysis, which involved examining the products, sales, and marketing strategies of BabyRaf Jakarta's competitors, and a root cause analysis, which aimed to identify the underlying causes of the company's underperforming social media presence. To further understand customer preferences, a survey was conducted to gauge interest in the four types of content: informational, product portfolio and pricing, customer reviews, and promotional and discount content. The survey results were processed quantitatively and analyzed using Independent Sample T-test and ANOVA calculations. The results indicated that customers were more interested in the informational and product portfolio and pricing content. Based on these findings, an implementation plan was developed, including a content schedule featuring a higher frequency of the content types preferred by customers, as well as recommendations for social media content as part of the strategy implementation.