PROPOSED DIGITAL MARKETING STRATEGY TO IMPROVE THE ONLINE CUSTOMER JOURNEY OF ARTHOMORO CELLULAR
This research explores proposed digital marketing strategies to enhance the online customer journey of Arthomoro Cellular, a smartphone retail company located in Banjarmasin, South Kalimantan. The research was conducted due to a decline in sales over the past three years, particularly in onlin...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/83952 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This research explores proposed digital marketing strategies to enhance the online
customer journey of Arthomoro Cellular, a smartphone retail company located in
Banjarmasin, South Kalimantan. The research was conducted due to a decline in
sales over the past three years, particularly in online sales, which are significantly
lower compared to major competitors such as Gadget Mart and Hape World.
Through an in-depth analysis of the customer decision-making journey, both for
online and offline shoppers, this study identifies several key factors influencing
customer purchase decisions.
Primary data was collected through in-depth interviews with customers and
company management, while secondary data was used for competitor analysis and
PESTLE analysis. Based on the research findings, offline customers tend to be more
distrustful of online purchases due to concerns about product authenticity, quality,
and delivery reliability. Conversely, online customers show a higher level of trust,
citing positive experiences with guarantees, return policies, and secure packaging.
The PESTLE analysis indicates opportunities to support online sales growth
through enhanced trustworthy content and integrated digital marketing strategies.
The study proposes three main strategies: (1) enhancing trustworthy content to
build customer trust; (2) creating an integrated digital marketing funnel across
various social media and e-commerce platforms; and (3) implementing after-sales
strategies to improve customer satisfaction.
The research conclusions highlight the importance of building strong educational
content and testimonials to increase trust in online purchases at Arthomoro
Cellular. Additionally, comprehensive digital marketing strategies and efficient
after-sales support are expected to enhance customer satisfaction and improve the
company's online sales. |
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