PERANCANGAN STRATEGI CONTENT MARKETING BERDASARKAN ANALISIS FAKTOR PADA BRAND PERALATAN OLAHRAGA BULUTANGKIS “ELVANA SPORT”

• Main Author: Pranata, Devito
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83490
• Institution: Institut Teknologi Bandung

Elvana Sport, a badminton equipment brand established in 1980. Elvana Sport originally operated using a business-to-business (B2B) strategy. However, with the changing market landscape, Elvana Sport expanded to include online sales and adopted Instagram as a marketing platform. Despite an increase in Instagram engagement, Elvana Sport experienced a decline in customer numbers. This problem indicate that there a significant gap where high engagement did not correlate with increased customer acquisition. This also indicates that the current marketing strategy and content design are ineffective. Consequently, this study aims to design a content marketing strategy to acquire potential customers for Elvana Sport. To develop an effective content marketing strategy, it is crucial to identify the factors that enhance consumers' purchase intentions on Instagram. This study employs factor analysis to determine these factors for Elvana Sport's potential customers. The strategy will be based on the factor with the highest average indicator value. The effectiveness of the proposed content marketing strategy will be evaluated using the Mann-Whitney U test. The research identified five main factors: Instagram engagement and interaction, product price and quality, product reviews and information, promotions and special offers, and word-of-mouth. The third factor, product reviews and information, was chosen as the basis for the content marketing strategy due to its highest average indicator value, representing consumer needs most effectively. The proposed strategy includes creating product review content from loyal customers and regularly adding it to Instagram highlights. Additionally, detailed product information content will be developed, including comprehensive specifications and the history of the materials used. Testing results indicate that the proposed content increases consumer purchase intention more effectively than previous content. Implementing these strategies is expected to enhance Elvana Sport's brand visibility, user engagement, and ultimately, customer acquisition.