PROPOSED SOCIAL MEDIA MARKETING STRATEGY TO INCREASE SOCIAL MEDIA ENGAGEMENT AND PURCHASE DECISION FOR LOCAL KPOP FANMADE GOODS SHOP (STUDY CASE: MY LITTLE KPOP STUFF)

• Main Author: Zhafarina Rosinu, Thalia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77207
• Institution: Institut Teknologi Bandung

Indonesia is experiencing a high wave of Kpop, with an increase in digital e-commerce in Indonesia and particularly, the hobby category which includes fanshops, it can be seen that many of the nation’s consumers buy Kpop merchandise. With an attractive market, many creative online businesses that are inspired by consumption of Korean content create fan made goods or unofficial merchandise based on their favorite Korean icons, one of them is the business ‘My Little Kpop Stuff’. My Little Kpop Stuff is a small local online shop business that sells a variety of Korean fan made goods. The business has a great potential and good sales for a small creative business with no marketing strategy, but the sales are unstable and their social media platforms are really low on engagement. The business needs to have a proper marketing strategy, specifically social media content marketing strategy, that can elevate their social media engagement and sales. Content marketing is one of the variables that directly affect social media engagement, while social media engagement affects purchase decision. The researcher conducts an internal analysis using STP and 4P's Marketing Mix while the external analysis uses PEST analysis, Porter's five forces analysis, and competitor's analysis. On top of using secondary data from journals, articles, and books, a quantitative approach with an online questionnaire is also conducted to be the foundation to assess the Kpop fanmade goods market and the hypothesis of social media content, social media engagement, and purchase decision. The researcher found from the questionnaire that the content that positively influences social media engagement the most are entertainment and relational content, with informational content not having a significant positive influence over engagement. On the other hand, remunerative and informational content positively impacts purchase decision, while entertainment content not having a significant positive influence over purchase decision. The researcher proposes a new marketing mix and social media content strategy based on the findings of the research such as creating remunerative and informational content to increase purchase decision resulting in sales and creating entertainment and relational content to increase social media engagement.