PROPOSED MARKETING STRATEGY FOR RESKO STORE TO INCREASE CUSTOMER PURCHASE INTENTION AND SALES

• Main Author: Fathin Gifari Setiadji, Raden
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/76246
• Institution: Institut Teknologi Bandung

The increasingly fierce competition in the clothing industry requires companies to continue to improve their competitiveness and change themselves to become stronger to be able to respond to market needs. One of these businesses is Resko, which is a store that provides uniforms and various school attributes. Established since 1973 and already has a reputation and credibility in the eyes of consumers. Based on the preliminary research conducted by the author, it is known that Resko has low customer purchase intentions. The purpose of this research is to find out what the current condition of Resko is and design the right marketing strategy to increase Resko's sales. This study uses a quantitative method by analyzing customers using a questionnaire and testing the hypothesis using SPSS. The research sample consisted of 200 respondents using a non-probabilistic sampling technique with judgment sampling with the criteria of having bought or visited the Resko school uniform shop. Then performed the classical assumption test and multiple linear regression analysis. The results of this study indicate that the promotion variable (X1) and price (X2) have a significant influence on the customer's purchase intention (Y) which causes Resko to experience a decrease in sales. Then the authors continued the research by analyzing the external and internal environment. The external analysis carried out was PESTEL analysis, Porter's 5 Forces analysis, customer analysis, and competitor analysis. While the internal analysis carried out was the marketing mix, VRIO analysis, and STP analysis. The analysis then produces a SWOT, TOWS, and QSPM analysis which in turn produces a marketing strategy to increase customer purchase intentions and company sales. The resulting strategies include providing product availability and more size option, implementing digital marketing by utilizing social media, increase brand image and brand awareness, carrying out promotional activities including advertising and sales promotion, and educating customers by conveying the value proposition of their products.