PERANCANGAN STRATEGI PEMASARAN BERDASARKAN ANALISIS PREFERENSI KONSUMEN PADA RIZKY REFLEXOLOGY

• Main Author: Ayu Lestari, Anindya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76165
• Institution: Institut Teknologi Bandung

Reflexology is a type of Complementary and Alternative Medicine (CAM) practice that involves various techniques of applying pressure to various body parts for health and wellness purposes. One of the reflexology businesses in Bandung is Rizky Reflexology, located in Metro Indah Mall. The public perception in the post-COVID-19 pandemic era has led Rizky Reflexology to make adjustments to its business due to doubts arising from the need for physical contact in receiving services. In this instance, the problem faced by Rizky Reflexology is the unachieved target customers. The problem’s identification indicated that the implemented strategy has not been effective. Therefore, this research aims to design an appropriate marketing strategy for Rizky Reflexology based on the preferences of the target market. The research was conducted through market research to design solutions based on previous relevant research, such as a development of the SERVQUAL model and in-depth interviews with the target population. The model aimed to identify consumer preferences for service quality in the formed market segments. Using hierarchical cluster analysis, market segments were created, which were subsequently interpreted using ANOVA and Fisher's test for metric data, and cross-tabulation for nonmetric data. The model accommodates 36 indicators divided into nine dimensions. Primary data collection was obtained through online questionnaires, resulting in 218 data to be processed. Four segments were formed with distinct characteristics: simple and multiservice consumers, perfectionist customers, high-touch and context-oriented consumers, and competency-driven and assurance seekers. Based on these segments, one target market was chosen, called the simple and multiservice consumers, and the service positioning against similar competitors was determined. Referring to the target market’s characteristics, a 7P’s marketing mix strategy was developed, which includes product, price, place, promotion, people, physical evidence, and process.