DEVELOPING MARKETING STRATEGY BASED ON USER-GENERATED CONTENT: A CASE STUDY OF DETIKTRAVEL
This study investigates strategies to enhance user-generated content (UGC) growth for DetikTravel, a part of Detikcom, to address the declining trend in UGC contributions and increasing operational costs. The study employs a qualitative methodology, including in-depth interviews with DetikTravel use...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/87102 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This study investigates strategies to enhance user-generated content (UGC) growth for DetikTravel, a part of Detikcom, to address the declining trend in UGC contributions and increasing operational costs. The study employs a qualitative methodology, including in-depth interviews with DetikTravel users and content creators, to identify user personas, motivations, and preferences. External analyses such as PESTEL and competitive analysis, along with internal SWOT analysis, are used to frame the problem. The results suggest that enhancing the reward system, aligning incentives with user expectations, and improving platform engagement can increase UGC contributions. The proposed strategies aim to leverage UGC to reduce costs and boost user engagement and retention, thereby supporting DetikTravel’s future growth. |
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