Perumusan Strategi Pemasaran Produk Body Lotion Dengan Metode QSPM

Shalehah, Yeni Yatus (2023) Perumusan Strategi Pemasaran Produk Body Lotion Dengan Metode QSPM. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Berbagai industri di dunia mengalami tren penurunan saat pandemi Covid-19, berbeda dengan industri kosmetik yang semakin kuat. Di Amerika Serikat, produk perawatan tubuh termasuk body lotion menjadi produk dengan kenaikan penjualan terbesar yaitu sebanyak $44 juta dari tahun 2019 hingga tahun 2020. Produk body lotion tersebut juga mengalami kenaikan penjualan selama pandemi di Indonesia dikarenakan kebiasaan baru. Fenomena ini mendorong pelaku usaha untuk terjun dalam bisnis body lotion, salah satunya Nyonar Skin. Salah satu hal yang harus dilakukan produk baru adalah menumbuhkan kesadaran merek di benak konsumen. Penelitian ini bertujuan untuk merancang strategi pemasaran sebagai upaya untuk menumbuhkan kesadaran merek melalui media sosial. Teknik triangulasi yang menyelaraskan hasil dari wawancara, kuisioner dan observasi digunakan untuk merumuskan SWOT Nyonar Skin. SWOT tersebut kemudian dijadikan masukan dalam Matriks TOWS untuk mendapatkan alternatif strategi. Ada enam alternatif strategi yang berhubungan dengan menumbuhkan kesadaran merek. Dari metode QSPM, tiga alternatif strategi yang memiliki prioritas tertinggi adalah menggunakan influencer di berbagai kalangan, melakukan banyak interaksi dua arah dengan pelanggan, memanfaatkan SEO dan fitur iklan dalam media sosial.
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Various industries in the world have a downtrend during the Covid-19 pandemic, in contrast to the cosmetics industry which was getting stronger. In the United States, body care products, including body lotion, became the product with the largest sales increase of $44 million from 2019 to 2020. The body lotion product also experienced an increase in sales during the pandemic in Indonesia due to new habits. This phenomenon encourages business actors to enter the body lotion business, one of which is Nyonar Skin. One of the things a new product has to do is grow brand awareness in the minds of consumers. This study aims to design a marketing strategy as an effort to grow brand awareness through social media. A triangulation technique that harmonizes the results of interviews, questionnaires, and observations is used to formulate Nyonar Skin's SWOT. The SWOT is then used as input in the TOWS Matrix to obtain alternative strategies. There are six alternative strategies related to growing brand awareness. From the QSPM method, the three alternative strategies that have the highest priority are using influencers in various circles, carrying out lots of two-way interactions with customers, utilizing SEO and advertising features on social media.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Marketing Strategy, Social Media, Brand Awareness, Body Lotion, QSPM, Strategi Pemasaran, Media Sosial, Kesadaran Merek
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Yeni Yatus Shalehah
Date Deposited:	03 Feb 2023 00:51
Last Modified:	03 Feb 2023 00:51
URI:	http://repository.its.ac.id/id/eprint/96122

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