PROPOSED MARKETING STRATEGY TO INCREASE SALES BY ENHANCING PURCHASE INTENTION FOR VOKRAF CLASS

• Main Author: Taslim Alwahab, Abi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/76279
• Institution: Institut Teknologi Bandung

Industry 4.0 may result in the loss of 35% of jobs over the next five years due to the greater utilisation of digitization, as stated by Monovatra Predy Rezky (2019). It is possible that this number will approach 75% within the next ten years. The replacement of human labour by automated technologies and ever-more complicated algorithms is happening at an alarming rate. Because of this, the production process will become more efficient, and there will be a lower need for people in the distribution phase. The transition of industries requires the teaching and retraining of human resources in order to be successful. The technologies of Industry 4.0 require a specific set of skills and areas of knowledge from its users. Vokraf solves these issues by offering lessons in creative sectors to solve individual issues, give possibilities for potential students, and improve online education systems. The purchase intention of Vokraf has been hampered by poor marketing and promotional efforts. It's possible that the platform is not reaching its intended audience, which may discourage course enrollment. The objective of this research is to determine the factors that influence purchase intent for this company and to recommend marketing strategies that will increase sales of Vokraf class. This study will include both quantitative and qualitative research techniques. As part of the quantitative techniques, a questionnaire will be sent to the respondent who could end up being a customer, the results of this survey questionnaire as supporting data for the author for the study, which was preceded by literature data and internal and external analysis. This research indicates that brand awareness, advertising, and sales promotion have a significant impact on purchasing intent. For brand promotion, Vokraf’s online educational platform must utilise its expertise to deliver courses that meet the needs and interests of its target audience. In addition, Vokraf must align its social media strategy with its brand, market, and advertising objectives. Displaying Vokraf’s engaging personalised lessons and providing a variety of payment and pricing categories for various consumer groups and budgets will reduce customer financial strain and increase enrollments. Moreover, Vokraf can expand its reach by enhancing its online advertising efforts to take advantage of improvements in internet infrastructure. To combat competition, Vokraf should employ specialist and provide individualised classes that distinguish it from other platforms.