PROPOSED BUSINESS STRATEGY FOR AMBUBABA BREAST PUMP RENTAL BASED ON SWOT ANALYSIS AND THEORY OF REASONED ACTION ANALYSIS

• Main Author: Wiguna, Santika
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74324
• Institution: Institut Teknologi Bandung

Breastfeeding rates in Jakarta have seen a significant increase, with a rise from 37.88% to 65.63% in exclusive breastfeeding for six months between 2015 and 2021. This achievement is not limited to full-time housewives but also includes working mothers who face the challenge of being away from their babies for extended periods. While breastfeeding is often promoted as a cost-effective option, working mothers encounter hidden expenses associated with breastfeeding equipment such as breast pumps, storage containers, and nursing accessories, with costs ranging from IDR 2.6 million to IDR 8.8 million per year. Ambubaba operates in a competitive breastfeeding equipment rental market, particularly in the crowded breast pump rental service segment. To differentiate itself, Ambubaba requires a unique strategy that surpasses price competition. This research aims to conduct a SWOT analysis, considering both internal and external factors, to develop suitable strategies for the company. The research also utilizes the Theory of Reasoned Action (TRA) framework to understand the impact of attitudes and subjective norms on behavioral intention, considering factors such as perceived usefulness, ease of use, compatibility, personal innovativeness, interpersonal influence, and external influence. These insights can inform business strategy including targeted messaging and campaigns that align with the target audience's beliefs, motivations, and social contexts. This study utilizes the SWOT Matrix methodology to conduct a SWOT analysis, focusing on matching key internal and external factors to formulate effective strategies. Additionally, the research employs Structural Equation Modelling (SEM) to test the TRA. Based on the Internal Factors and External Factors assessment, Ambubaba has an average score of 2.95 for Internal Factors and a medium score of 2.65 for External Factors. When plotted on the Internal-External (IE) Matrix, Ambubaba falls into quadrant V, indicating a Hold and Maintain strategy with a focus on Market Penetration and Product Development. The TRA Analysis highlights the significance of internal and external influences, particularly in supporting subjective norms as the primary driver of behavior. Therefore, the marketing strategy should prioritize activities that enhance internal and external influence, which align with and reinforce subjective norms.