PROPOSED MARKETING STRATEGY TO INCREASE CUSTOMER PURCHASE INTENTION AND SALES (CASE STUDY IN EVREN BEAUTY)

• Main Author: Marsa Rizqulloh, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/83290
• Institution: Institut Teknologi Bandung

The skin care industry is experiencing significant growth. New entrants are emerging, causing competition in the skincare industry to become increasingly fierce, which requires companies to increase their competitiveness in meeting market needs. Evren Beauty is a company that sells various kinds of skin care products that suit skin needs. Based on preliminary research conducted by the author, it is known that Evren Beauty has low customer purchase intentions. So this research looks for the influence of product attributes and promotion on purchase intention. This research aims to find out what conditions Evren Beauty is currently experiencing and formulate an appropriate marketing strategy in terms of increasing Evren Beauty sales. This research uses quantitative methods by distributing questionnaires for analysis and hypothesis testing using SPSS. This research used a sample of 239 respondents using a non-probabilistic sampling technique with judgment sampling with the criteria of having ever purchased Evren Beauty skincare products. Then the classical assumption test and multiple linear regression analysis were carried out. The results of this research show that the product attribute (X1) and promotion (X2) variables have a significant effect on customers' purchase intentions (Y). The author also carried out external and internal analysis. External analysis is carried out using PESTLE analysis, Porter's 5 Forces analysis, customer analysis and competitor analysis. Meanwhile, the internal analysis carried out is marketing mix, VRIO analysis, STP analysis and value chain. From external and internal analysis, continue with SWOT analysis. After the SWOT analysis, a TOWS analysis was carried out to create a strategy as a business solution to increase purchase intention and increase sales. The solution is in the form of utilizing digital marketing and social media.