MENINGKATKAN KESADARAN MEREK NOGI LIVIN: PERSPEKTIF PERJALANAN PELANGGAN MELALUI MEDIA SOSIAL

• Main Author: Meganingsih, Febrihana
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/83607
• Institution: Institut Teknologi Bandung

The rapid globalization of commerce and technological advancements have significantly transformed consumer behavior and marketing dynamics in the furniture industry. This thesis examines these shifts through a case study of Nogi Livin, an Indonesian furniture brand that has harnessed digital marketing and sustainability to carve out a competitive niche in the domestic market. Initially, the study outlines the evolution of the global furniture market, emphasizing increased consumer demand for customizable and environmentally sustainable products. It then explores how Nogi Livin has responded to these market dynamics by integrating traditional Indonesian craftsmanship with modern design and digital marketing strategies to create a distinctive brand identity and expand its customer base across Indonesia. Amidst the digital transformation, the McKinsey Consumer Decision Journey Model is pivotal in understanding how digital touchpoints influence consumer behavior from initial consideration to post-purchase stages. By applying this model, the thesis investigates Nogi Livin’s online presence and its impact on its consumer decision journey. The research adopts a mixed-methods approach, combining qualitative data from stakeholder interviews with quantitative customer feedback analysis, to evaluate the effectiveness of Nogi Livin's marketing strategies. Using a mixed-methods approach, quantitative data was gathered through Structural Equation Modeling-Partial Least Squares (SEM-PLS) to evaluate the relationships between online presence, brand awareness, customer engagement, and different stages of the customer journey. Additionally, qualitative insights were derived from interviews and content analysis of Nogi Livin's digital platforms. The study reveals that Nogi Livin's online presence significantly enhances brand awareness, which in turn boosts customer engagement. This heightened engagement has a profound impact on the entire customer journey, particularly in the loyalty loop stage, where engaged customers are more likely to make repeat purchases and recommend the brand to others.