PROPOSED MARKETING STRATEGY TO INCREASE SALES PERFORMANCE (CASE STUDY: PT. LAKU EMAS INDONESIA)

• Main Author: Prasetya, Indra
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/76242
• Institution: Institut Teknologi Bandung

In today's digital era, effective marketing strategies are crucial for businesses to thrive and succeed. The study seeks to understand the underlying reasons behind the decline in Lakuemas e-commerce sales and explore the potential factors contributing to the disparity between market growth projections and decreasing sales performance. The study focuses on the customer experience examination and the application of the AARRR framework, encompassing Acquisition, Activation, Retention, Revenue, and Referral, to analyze the company's digital marketing efforts across all marketing channels. Upon this research, qualitative analysis is used, customer surveys are employed to gain insights into customer satisfaction levels and their impact on retention. The research methodology involves qualitative analysis, leveraging both primary and secondary data. The primary data is collected through surveys administered to Lakuemas existing customers, aiming to assess their satisfaction levels and identify any gaps that may be contributing to low retention rates and in-depth interviews that aiming to examine customer acquisition awareness. Secondary data sources include online reviews, concepts, industry reports, scholarly articles, and literature, providing a broader context for the analysis. The findings reveal that Lakuemas faces significant business issues, primarily stemming from a lack of digital marketing efforts across all stages of the AARRR framework. The company's weak customer acquisition strategies have resulted in a limited customer base, hindering potential revenue growth. Moreover, low customer activation rates and inadequate retention efforts contribute to a lack of long-term customer loyalty and subsequent revenue loss. Based on the analysis, recommendations for enhancing the marketing strategy of Lakuemas are provided through AARRR framework. These recommendations include implementing targeted digital marketing development, improving customer onboarding processes, and developing personalized retention initiatives. By addressing these areas of improvement, the company can increase customer satisfaction levels and ultimately boost acquisition and retention rates that ultimately will increasing sales all together.