PROPOSED PRODUCT REQUIREMENTS TO INCREASE ADOPTION RATE OF PT XYZ CAMPAIGN MANAGEMENT SYSTEM

• Main Author: Puterisantoso, Fiemaelia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/86651
• Institution: Institut Teknologi Bandung

Social media usage across the world has increasingly aligned with the very important issue for the marketing industry. This reinforces the reason for companies to focus their marketing strategies on social media as an additional channel. The rise of social media and changes in consumer behavior have transformed traditional marketing approaches into modern strategies (Marketing 4.0), emphasizing the need to prioritize online channels for promotion. Influencer marketing, in particular, offers significant potential for companies to explore. With the increasing ease of sharing opinions about products and services on social media, influencers play a crucial role in providing recommendations. Nowadays, not only celebrities but also ordinary individuals can be considered influencers within their own social circles. This shift underscores the importance for companies to carefully evaluate their marketing strategies, particularly in leveraging influence and enhancing public awareness of their products or services. PT XYZ is a company that operates in the field of data analytics which offers Campaign Management System as a service product that complements its product ecosystem. As a data analytics-focused company, PT XYZ is well-positioned to provide solutions for businesses seeking to enhance their influencer marketing strategies. Campaign Management System can assist companies to monitor marketing campaigns by company internal employees as their influencers. In particular, its campaign management system allows brands to leverage their internal influencers to work more effectively and optimize results through datadriven insights. However, recently the analysis revealed that there was an inconsistency in the adoption rate of the use of a campaign management system product and did not reach the minimum parameters of clients expected. Feature development that focuses on clients' latest needs to be done by prioritizing to gaining insight from current users. The research uses qualitative methods by analyzing external factors and also exploring customer needs by conducting direct interviews with relevant stakeholders. From these interviews, it was explained how influencers view and interact with campaign management systems and it can be concluded what features are considered important and also capture unmet customer needs using open questions. It was found that the adoption rate of the platform is closely related to the factors that make users persist and continue using the platform. This factor makes the product have a good adoption rate and become a sustainable and competitive product in the industry. The stickiness level can be built by facilitating features. Improving the platform by enhancing the existing features and developing new features that focus on achieving the objectives above, can possibly increase the adoption rate required for PT XYZ and improve platform performance significantly.