ANALISIS STRATEGI PEMASARAN GO-JEK INDONESIA PASCA KELUARNYA UBER DARI PASAR TRANSPORTASI DARING INDONESIA

2020 ◽  
Vol 8 (2) ◽  
pp. 91-101
Author(s):  
Moch. Rizal
Keyword(s):  
Marketing Strategy ◽  
Empirical Evidence ◽  
Credit Card ◽  
High Capacity ◽  
Credit Cards ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Taxi Market ◽  
Motorcycle Taxi

This study aims to analyze the empirical evidence of Go-Jek Indonesia's marketing strategy after the exit of the market from the Indonesian online transportation market. The development of the online motorcycle taxi market is very dynamic, in 2018 Uber left Indonesia and was acquired by Grab. After this event, Go-jek needs a revaluation of its marketing strategy to capture the opportunity to move consumers from Uber and strengthen its position as the ruler of the online motorcycle taxi market in Indonesia. The main finding of this research is that Go-jek is expected to conduct revaluation on the segmentation and positioning of the Go-jek brand in the market. The expansion of segmentation is needed to capture first-class consumer opportunities and increase brand awareness. Go-jek can use the promo code marketing strategy in its application to increase the opportunity to purchase services again. The development of features that accept credit cards as payments can also be an effective marketing strategy to capture Uber consumers. Research recommends Go-jek to develop credit card features, Go-jek Premium with high-capacity vehicles, promotion at events with top-class economic segmentation and expansion of marketing strategies in the aggregate.

scholarly journals Customer Preference For Alternative Credit Card Based Payment Methods: Some Empirical Evidence

2011 ◽  
Vol 3 (3) ◽  
pp. 137
Author(s):  
Gopala K. Ganesh ◽  
Erramilli M. Krishna
Keyword(s):  
Empirical Evidence ◽  
Credit Card ◽  
Consumer Preferences ◽  
Credit Cards ◽  
Mail Survey ◽  
Bank Credit ◽  
Background Characteristics ◽  
Customer Preference ◽  
Payment Methods ◽  
Store Credit

This article looks at consumer preferences for two major types of credit cards viz: (1) national credit cards i.e. bank credit cards and travel and entertainment cards that are typically accepted at a wide variety of establishments and (2) store credit cards whose acceptance is typically limited to stores that constitute a department store chain. Through a mail survey, an attempt is made to identify the reasons for card preferences and distinguishing background characteristics of individuals with a distinct preference.

scholarly journals BNI Marketing Strategy for Credit Cards in Dealing Global Competition in State Bank Indonesia (Persero) Tbk Banda Aceh Branch Office

2020 ◽  
Vol 3 (2) ◽  
pp. 1134-1146
Author(s):  
Erry Dianto ◽  
Saibul Anwar ◽  
Husnawati Husnawati ◽  
Zurnalis Zurnalis
Keyword(s):  
Marketing Strategy ◽  
Credit Card ◽  
Credit Cards ◽  
Secondary Data ◽  
Global Competition ◽  
Target Market ◽  
The Face ◽  
Differentiated Marketing ◽  
Branch Office ◽  
Banda Aceh

This study aims to analyze the marketing strategy of BNI Credit Cards in the face of global competition at PT. Bank Negara Indonesia (Persero) Tbk Banda Aceh Branch Office. This study uses a qualitative approach with a descriptive type where the type of data used is secondary data sourced from various reports and documentation from PT. Bank Negara Indonesia (Persero) Tbk Banda Aceh Branch Office. The results of this study indicate that in marketing BNI Banda Aceh Branch credit cards a strategy that can be used is a marketing strategy that differentiates the market (Differentiated marketing), which is to determine the target market segmentation in accordance with the target types of credit card products that are in accordance with the segmentation. The Banda Aceh BNI branch also uses a concentrated marketing strategy such as the marketing of BNI-Unsyiah affinity Credit Cards which is focused on alumni of Syiah Kuala University throughout Indonesia. Besides that, another strategy used by the Banda Aceh BNI branch in marketing BNI Credit Cards is by issuing pre aproval credit cards, where certain customers in accordance with applicable regulations are directly proposed to issue credit cards on behalf of these customers, if the customer agrees for card issuance, the card can be activated immediately. Furthermore, BNI provides the convenience of non-cash transactions through the YAP (Your All Payment) application as a payment tool for (cashless) and without showing the debit card or credit card (Cardless) through a smartphone. This YAP application is an advantage owned by BNI and the first in Indonesia.

scholarly journals Segmentasi Pelanggan Berdasarkan Perilaku Penggunaan Kartu Kredit Menggunakan Metode K-Means Clustering

2021 ◽  
Vol 6 (2) ◽  
pp. 70-77
Author(s):  
Fatimah Defina Setiti Alhamdani ◽  
Ananda Ayu Dianti ◽  
Yufis Azhar
Keyword(s):  
Cluster Model ◽  
Credit Card ◽  
Credit Cards ◽  
Marketing Strategies ◽  
Agglomerative Clustering ◽  
Number Of Clusters ◽  
Dbscan Clustering ◽  
User Data ◽  
Characteristic Features ◽  
Cluster Quality

Credit card is one of the payment media owned by banks in conducting transactions. Credit card issuers provide benefits for banks with interest that must be paid. Credit card issuers also provide losses to banks that have agreed to pay not to pay their credit card bills. To request a loan from the bank, a cluster model is needed. This study, proposing a segmentation system in research using credit cards to determine marketing strategies using the K-Means Clustering method and conducting experiments using the 4 methods namely K-Means, Agglomerative Clustering, GMM, and DBSCAN. Clustering is done using 9000 active credit card user data at banks that have 18 characteristic features. The results of cluster quality accuracy obtained by using the K-Means method are 0.207014 with the number of clusters 3. Based on the results obtained by considering 4 of these methods, the best method for this case is K-Means.

Digital Moms

2019 ◽  
pp. 260-280
Author(s):  
Teresa Treviño
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategy ◽  
New Technologies ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Brand Awareness ◽  
Attitudes And Perceptions ◽  
Technological Tools ◽  
Symbolic Meanings ◽  
Interpretative Approach

Given the rise of new technologies and the resultant changes in consumer behavior, marketing practices need to evolve, which requires organizations to rethink their strategies. Having a digital marketing strategy can establish a direct dialog with customers, thereby increasing knowledge about customers, suppliers, and partners, as well as building, consolidating, and maintaining brand awareness. However, little is known about the attitudes and perceptions of consumers toward popular digital marketing tools that can strategically be used in an integrated digital marketing strategy. Therefore, the objective of this research is to understand the perceptions of digital moms toward technology and digital marketing strategies. Following a qualitative and interpretative approach, the results contribute to the literature by (1) addressing the symbolic meanings that technological tools have in the lives of this group of consumers and (2) providing insights on how different digital marketing strategies commonly implemented by brands are perceived by digital moms.

scholarly journals Developing Marketing Strategies To Increase Brand Equity: The Differences Between Age Groups

2012 ◽  
Vol 11 (2) ◽  
pp. 241
Author(s):  
Hui-Chu Chen ◽  
Robert D. Green
Keyword(s):  
Marketing Strategy ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Age Groups ◽  
Perceived Quality ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Age Group ◽  
Brand Association ◽  
Consumer Markets

Retailers are facing challenges from global competitors, aging consumer markets, and households with less income that impact brand equity. This study examines three age groups (younger, middle, older) marketing strategy perceptions and their brand equity (brand loyalty, brand awareness, perceived quality, brand association). As expected, different strategies influence each age group. Generally, older retailer shoppers have the highest brand equity. The results have certain implications to the marketplace and for further research opportunities.

scholarly journals Marketing Communication Strategy Using Direct Marketing For Start-Up Fashion Brand Teemochi

2020 ◽  
Vol 5 (2) ◽  
Author(s):  
Yohanes Dicky ◽  
Alvanoz Zpalanzani Mansoor
Keyword(s):  
Marketing Strategy ◽  
Direct Marketing ◽  
Marketing Strategies ◽  
Communication Strategy ◽  
Brand Awareness ◽  
Strategy Development ◽  
Marketing Communication ◽  
Fashion Brand ◽  
Start Up ◽  
Promotional Strategies

Teemochi is a fashion brand that values comfort the most and expect users to get a deep feeling of comfort by using Teemochi products. Teemochi, which just arrived in the community in October 2019, has a number of problems with brand awareness and relatively little sales. Therefore, the aim of this research is to create a marketing communication strategy that increases Teemochi brand awareness and how that marketing strategy can also affect sales. This study uses internal and external analysis to know the conditions and look for sources of problems that exist in the Teemochi. In internal analysis, this research uses Resource Based View Analysis which using Segmenting, targeting, and positioning (STP) internal data and Marketing Mix before. In external Teemochi analysis uses Customer Analysis, Competitor Analysis and Industry Analysis using Porter’s 5 Forces. After knowing the condition and the problems faced by Teemochi, it is known that promotion is the main problem that will be discussed further to help Teemochi in general. Therefore, recommendations that can be given in this study include Instagram Advertising, Paid promotion, Video marketing and 17 other promotional strategies. The direct marketing method on social media especially through Instagram is the chosen method so that the existing marketing strategy can increase Teemochi brand awareness and influence also to increase Teemochi sales. After all analysis and strategy development have been outlined, a timeline and budgetary budget are also made to realize all marketing strategies that have been formed. All strategies that have been made will lead and lift one value from Teemochi itself, namely "Comfy" with the slogan #ComfyEveryday and #ComfyCanBeFun.

PENGARUH STRATEGI PEMASARAN TERHADAP UPAYA PENINGKATAN BRAND AWARENESS KEBAB MANTAB FROZEN DI JAKARTA TIMUR

PARAMETER ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 14-26
Author(s):  
Arviana Wulandari
Keyword(s):  
Marketing Strategy ◽  
Research Method ◽  
Food Industry ◽  
Alternative Hypothesis ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Frozen Food ◽  
The Family ◽  
Changing Times ◽  
Descriptive Method

Over the changing times, human activity has grown, now the propaganda that is valued between men and women results in more women having an outside flurry to get continued. Enables them to buy something fast, including when it comes to serving food. One that was raised by the food industry plays is by presenting frozen food (Frozen Food). The purpose of this research is to study how the marketing strategies carried out by the "Family Mantab" in increasing business and increasing BRAND AWARENESS in the community in East Jakarta. The research method used in this research is descriptive method by collecting data through interviews, observations and distribution of online questionnaires for frozen mantab kebab buyers in East Jakarta. This is evidenced in the t test the marketing strategy has a significant level of 0,000 and a calculated t value of 5,650> t table of 0.05. This means rejected so that it can be announced that the marketing strategy is significant to BRAND AWARENESS, this is evidenced that t table> t arithmetic (5,650> 0.05) and t arithmetic values> t table (8.239> 0.05). Pearson relation coefficient of product moment marketing strategy of .446** it means  that the correlation or positive realtionship between variable marketing strategy and brand awareness is 0,466 or in the coefficient interval between 0,40-0,599 means the level of relationship between the variable marketing strategy and brand awareness is being. Thus it can be concluded that the alternative hypothesis (Hα) which reads "Is a Marketing Strategy on BRAND AWARENESS".

Strategi Pemasaran Industri Rumah Tangga Arang Tempurung Kelapa (Studi Kasus Pada Industri Rumah Tangga Bapak Abdul Razak Di Cimanggis, Ciputat, Tangerang Selatan)

2018 ◽  
Vol 1 (1) ◽  
pp. 67-73
Author(s):  
Zelivieska Bintang Maharani ◽  
Ratna Pratiwi ◽  
Qory Anissa ◽  
Dwi Ratnasari ◽  
Sugeng Waluyo ◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Technology Utilization ◽  
Marketing Activities ◽  
Home Industries ◽  
Industrial Strength

In South Tangerang city, there are many home industries producing charcoal shell. One of the industry is practiced by Mr. Abdul Razak in Ciputat District. According to some studies, in general the home industry is facing many problems, one of which is a weak in marketing strategy. Based the information, this article reports the marketing strategies implemented by the industry. With SWOT approach, we informed that the position of industrial strength lies in good relationships with suppliers. And the weakness is that the marketing activities carried out only through word of mouth. We recommend that the industry need to consider the using of banners or internet-based technology utilization for the marketing strategies.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

Consumers‟ Acceptance of „Halal‟ Credit Card Services: An Empirical Analysis

2015 ◽  
Vol 3 (1) ◽  
pp. 51 ◽  
Author(s):  
Zaimy Johana Johan ◽  
Lennora Putit
Keyword(s):  
Perceived Control ◽  
Credit Card ◽  
Credit Cards ◽  
Product Knowledge ◽  
Key Factors ◽  
Developing Nation ◽  
Business Transactions ◽  
Factors Influencing ◽  
Financial Credit ◽  
Survey Questionnaires

Many past researches have been carried out in an attempt to continuously understand individuals‟ consumption behaviour. This study was conducted to investigate key factors influencing consumers‟ potential acceptance of halal (or permissible) financial credit card services. Specifically, it anticipated the influence of attitude, social influences and perceived control on consumers‟ behavioural intention to accept such services. In addition, factors such as religiosity and product knowledge were also postulated to affect consumers‟ attitude towards the act of using halal credit cards for any retail or business transactions. Using non-probability sampling approach, a total of 500 survey questionnaires was distributed to targeted respondents in a developing nation but only 220 usable feedbacks were received for subsequent data analysis. Regression results revealed that religiosity and product knowledge significantly influence consumers‟ attitude toward using halal credit card services.  Attitude in turn, subsequently has a significant impact on consumers‟ intention to accept halal financial credit card services. Several theoretical and managerial contributions were observed in this study.   

Sign in / Sign up

Export Citation Format

Share Document