DIGITAL MARKETING STRATEGY TO INCREASE BRAND AWARENESS AND CUSTOMER SATISFACTION THROUGH ENHANCED CUSTOMER RELATIONSHIP FOR CATHODIC PROTECTION COMPANY ( CASE STUDY : PT. DINS PRATAMA ABADI )

• Main Author: Aufa, Ahmad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75833
• Institution: Institut Teknologi Bandung

This research was focused on PT. Dins Pratama Abadi was established in 2012 as a company focusing on anti-corrosion, marine accessories & geomaterials specialty areas. This research aims to determine the best digital marketing strategy and customer relationship strategy for PT. Dins to increase and retain customers, which is necessary for brand awareness and customer satisfaction improvement. This research includes the theoretical foundation that serves as a framework that guides the research subjects and methodology for the entire study. This consists of an overview of the existing literature and the concepts related to this research The qualitative methodology was utilized for this research because it provides an in-depth examination of the research problems which focuses on understanding the significance of what the customers has experienced. The process entails gathering data via interviews, observations, or other qualitative techniques, structuring it, and then applying thematic or narrative analysis to analyze it. Porter Five Forces, Competitor Analysis, and Customer Analysis were utilized for the external analysis. Additionally, Marketing Mix 7Ps, VRIO Analysis, and STP Analysis were employed to conduct the company’s internal analysis. The results were analyzed through SWOT/TOWS Analysis and Five A’s Customer Journey Framework to develop and propose PT. Dins most efficient digital marketing and customer relationship strategy. Based on the result, PT. Dins should implement a data-driven strategy, improve its digital presence, optimize its content strategy, and streamline its customer service channels. The proposed digital marketing and customer relationship strategy for PT. Dins Pratama Abadi displays a comprehensive approach to increasing customer satisfaction, driving business growth, and building strong brand awareness within the industry.