PROPOSED ONLINE MARKETING STRATEGY TO RAISE BRAND AWARENESS FOR VELMARE BY SOCIOLLA

• Main Author: Ananda Budiman, Fadhel
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75870
• Institution: Institut Teknologi Bandung

The development of industry 4.0 has been very rapid in Indonesia and throughout the world. Various business industries have also entered the digitalization era, starting from system infrastructure to the process of selling products to customers. What's more, in 2020 the COVID-19 pandemic occurred which accelerated developments and transitions as well as people's habits to use online platforms for various activities. Velmare by Sociolla is a local Indonesian skincare brand that sees this opportunity and sells products fully online through various platforms. Apart from selling online, Velmare's advertising process is also carried out online through various platforms such as Instagram, WhatsApp, etc. However, Velmare's sales are considered uncompetitive when compared to other competitors who are also brands of local skincare products. This is because competitors from Velmare are implementing an omnichannel strategy that sells online and offline. Thus, Velmare needed a new strategy to develop. Business analysis is carried out in terms of internal and external analysis to find out various potentials, brand strengths, brand weaknesses, and threats to the Velmare brand. Internal analysis was performed using Marketing Mix (4P), VRIO, and STP analysis. Whereas for external analysis using PESTLE, Porter's five forces, and stakeholder analysis. Analysis was also carried out using a questionnaire which was distributed to approximately 160 respondents to obtain analysis results regarding Consumer-Brand Engagement with various points of analysis. The results of the analysis were processed using the SmartPLS software with the SEM-PLS method to be able to measure the correlation between the variables used in this research and will be used as a new strategy proposal for Velmare. The main objective of this research is to obtain business solutions in order to increase purchase intention, brand image, and brand awareness. The framework model is analyzed and obtains a high level of accuracy and can be used as a reference for proposing business solutions in this study. The variables used in this research model framework to achieve consumer-brand engagement (CBE) are EWOM, interaction, trendiness, entertainment, promotion, and omnichannel. CBE influences brand image and brand awareness which determine customer purchase intention. The author hopes that later the objectives of the research offered can be achieved so that the problems faced by Velmare can be answered.