DIGITAL MARKETING OPTIMIZATION AND ITS IMPLICATIONS TOWARDS SALES OF GOUTTE PARC, INDONESIA

• Main Author: Arkan, Fikri
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70752
• Institution: Institut Teknologi Bandung

Marketing is an important part of running a business where the function of marketing is to bring customers together for the products or services they need. Every business will have a unique strategy or form of marketing where it will become its own characteristic by utilizing the availability of existing resources. Differences in the availability of resources from one business to another will provide its own challenges for a business to be able to find the best form of marketing for that business. In this study, Goutte Parc will be the object of research where digital marketing activities will be analyzed using various methods. The results showed that the Social Media Marketing Activity (SMMA) affects the Customer Engagement with a magnitude of 73.40%. Social Media Marketing Activity (SMMA) also influences Brand Awareness with a given amount of influence of 75.70%. The results of other studies show that the Brand Awareness influences Purchase Intention. Customer Engagement is also proven to have an influence on purchase intention. Other results in the study also show that social media marketing activity, brand awareness, and customer engagement simultaneously influence purchase intention by 83.10%. Based on the research results, Goutte Parc can also optimize their digital marketing activities by increasing the posting of feeds and stories related to the atmosphere of Goutte Parc, the atmosphere of Goutte Parc, or by increasing the intensity of live music held at Goutte Parc where these three things are the reasons why customers like Goutte Parc. Theoretical calculations conclude that optimizing digital marketing activities will increase profits by 20.98% in a realistic scheme and 138.75% in an optimistic scheme. Whereas in the pessimistic scheme, optimizing digital marketing will experience a profit decrease of 103.02%.