PERANCANGAN STRATEGI PEMASARAN BERDASARKAN PERILAKU KONSUMEN DARING PADA MULTI TOYS N GAME SURABAYA

Ronyastra, I Made and Damar, Vicio Rizky and Gunawan, Gunawan (2017) PERANCANGAN STRATEGI PEMASARAN BERDASARKAN PERILAKU KONSUMEN DARING PADA MULTI TOYS N GAME SURABAYA. Jurnal Teknik Industri Heuristic, 14 (2). pp. 97-106. ISSN 1693-8232

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Abstract

Multi Toys N Game is a store whose main business is selling action figures both offline and online which is currently under a heavy competitions from similar store. In order to win the competition, it needs a marketing strategies that should be based on the factors that can influence the customers, especially the online customers that will give it a better profit. Using the online survey method combined with in-depth interview for data collection, the research revealed that characteristic of the buyer are male (86%), aged 19-24 (67%), student (60%), and with monthly expense of less than 3 million rupiah (71%). Most of the buyers are member of hobby community from where they are easily influenced in buying new action figures. 56% of the buyers actively using internet and social media on daily basis. The most popular product lines are nendoroid (51%), followed by gundam (48%). These behaviour are then used to design marketing strategies using STPD and 8P method to improve the online buying experience for its customers. The improvement should be made to cover at least three areas: price positioning should use “more for the same”, product range availability should be improved by introducing new product line, and provide more payment process options by engaging with more major banks such as Mandiri, BNI, and BRI. Keywords: action figures, marketing strategies, consumer behaviour, online store

Item Type: Article
Uncontrolled Keywords: action figures, strategi pemasaran, perilaku konsumen, toko daring
Subjects: Q Science > Q Science (General)
Divisions: Faculty of Engineering > Department of Industrial Engineering
Depositing User: I MADE RONYASTRA
Date Deposited: 15 Jan 2018 01:49
Last Modified: 04 Jun 2018 03:01
URI: http://repository.ubaya.ac.id/id/eprint/31480

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