DETERMINING MARKETING MIX OF CV NUTRI PRO BY USING BIG DATA ANALYTICS

• Main Author: Maulina Putri, Vira
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76024
• Institution: Institut Teknologi Bandung

Technological growth supports the acceleration of the health industry. Technology provides an opportunity for business actors to convey product advantages to be disseminated widely through digital media. Apart from providing benefits in the easy dissemination of information, digital media can also be a sales media for the health industry. Based on data from Tokopedia (E-Commerce with the most users in Indonesia), the biggest sales are dominated by health products. Large amounts of data (big data) available in E-Commerce can be extracted using the Web Scraping method. Big data can be processed to gain certain insights in achieving competitive advantage. CV Nutri Pro as a medium-sized business has limited data which causes the marketing mix that has been prepared beforehand to be incomplete. This condition causes out of sync, where there are demands that cannot be fulfilled. Based on the opportunity to utilize big data, CV Nutri Pro can determine a comprehensive proposed new marketing mix. Each aspect of the marketing mix (4Ps) will be processed using big data analytics. The methods used include Pivot Data, K-Means, and Multidimensional Scaling (MDS). This research provides new insights for companies to renew marketing mix as well as suggestions for implementation plans for the company.