PROPOSED MARKETING STRATEGIES FOR EFISHERYKU PRODUCT TO INCREASE BRAND AWARENESS AND PURCHASE INTENTION AMONG FISH FARMER IN INDONESIA

• Main Author: Prilia Permatasari, Regita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/81764
• Institution: Institut Teknologi Bandung

Indonesia comes in second place to China as the world's greatest producer of aquaculture. In addition, Indonesia has a higher proportion of water area than China, which is the world's leading producer of aquaculture. The employment of technology in the fishing industry must boost productivity; this cannot be avoided. Technology use in the fishing and aquaculture industries is anticipated to boost output and offer a number of advantages. For fish farmers, using technology is a barrier because it requires them to adopt more technological behavior instead of the traditional one. In order to prevent technological rejection, eFishery must identify strategies for interacting with fish farmers who are resistant to altering the traditional methods of cultivating fish. As the pioneer of technology company to support fish farmer, eFishery facing hurdles in terms of market penetration and brand recognition. This study aims to propose an effective marketing strategy while considering the behaviour of fish farmers in Indonesia. The research methodology employed in this study utilizes a quantitative approach, involving customer survey and hypothesis testing. Surveys were delivered to 200 respondents, specifically targeting B2C farmers (non corporation business) in in West Java (Bandung Raya, Cirebon, Subang, Cirata), Central Java (Cilacap, Purworejo) and East Java (Banyuwangi). The data, processed through SEM-PLS, revealed that word-of-mouth, event marketing, and advertising positively influence brand awareness. Furthermore, significant product attributes such as useful features that address their problem, user friendly Apps (UI UX), and guarantee the SLA delivery were found to impact purchase intention. The study concludes that both brand awareness and product attributes are integral in shaping purchase intention. The marketing strategy outlined in this research, based on external analysis, encompasses PESTEL Analysis, Porter’s Five Forces Analysis, Competitor Analysis, and Customer Analysis. Additionally, internal analysis entails Marketing Mix 7P’s Analysis, STP Analysis, VRIO Analysis, and Value Chain Analysis. Furthermore, SWOT, TOWS, and QSPM Analysis conducted in this research unveil derived recommendations. These include collaboration with local key farmer for Referral Program, Partnership with Conventionall Feed Seller, Create a strong UVP for eFisheryku, doing a robust event marketing, and also create continuity digital marketing campaign.