Perancangan Atribut Program Digital Marketing Pada Bro.do Dengan Integrated Marketing Communication (imc) Quality Dan Model Kano

Citra Triana Budiastuti, Yati Rohayati, Wawan Tripiawan

Abstract

Abstrak

PT. Brodo Ganesha Indonesia atau yang lebih dikenal dengan Bro.do Footwear, merupakan salah satu industri retail fashion pria yang berpusat di Kota Bandung yang memproduksi sepatu dan aksesoris dari bahan genuine leather (kulit asli). Bro.do telah berdiri sejak tahun 2010 dan masih bertahan hingga sekarang. Bro.do sendiri memiliki slogan yaitu “Gentlemenâ€, di mana Bro.do ini mempunyai pangsa pasar pria berumur 18 hingga 35 tahun dari kelompok sosial medium to high. Penjualan Bro.do sendiri terbagi menjadi dua, offline dan online. Tentunya apabila melakukan penjualan online perlu adanya media pemasaran online juga. Penelitian ini bertujuan untuk merancang atribut kebutuhan program digital marketing Bro.do menggunakan intregrasi Integrated Marketing Communication (IMC) Quality dan Model Kano dengan mengidentifikasikan 17 atribut kebutuhan program digital marketing Bro.do khususnya pada Instagram ads. Penelitian dilakukan terhadap 184 responden, diantaranya terdapat responden yang pernah melihat Instagram ads Bro.do dan juga yang belum pernah melihat sama sekali. Terdapat 109 responden yang dapat dijadikan acuan pada pengolahan data di mana telah memenuhi seluruh karakteristik responden yang telah ditentukan sebelumnya. Berdasarkan hasil pengolahan data, diperoleh delapan atribut yang menjadi true customer needs. Rekomendasi dirumuskan berdasarkan hasil pengolahan data dan analisis yang melibatkan data perusahaan. Rekomendasi tersebut berisikan atribut kebutuhan program digital marketing Bro.do khususnya pada Instagram ads yang perlu dikembangkan dan diprioritaskan sebagai true customer needs.

Kata Kunci: Perancangan Atribut, Digital Marketing, Instagram ads, IMC Quality, Model Kano
Abstract
PT. Brodo Ganesha Indonesia or better known as Bro.do Footwear, is one of the men's fashion retail industry based in Bandung which produces shoes and accessories from genuine leather material. Bro.do has been established since 2010 and is still growing until now. Bro.do itself has a slogan of "Gentlemen", where Bro.do has target market of men aged 18 to 35 years from the social group medium to high. Bro.do’s sales channel is divided into two, offline and online. Of course, if doing online sales need an online marketing. This study aims to design the attribute needs of Bro.do digital marketing program using Integrated Marketing Communication (IMC) Quality and Kano Model by identifying 17 attributes of Bro.do digital marketing program needs, especially on Instagram ads. The study was conducted on 184 respondents, including respondents who have seen Instagram ads Bro.do and also who have never seen at all. There are 109 respondents who can be used as data processing on research that has met all characteristics of respondents that have been predetermined. The results of data processing, obtained eight attributes that become true customer needs. Recommendations are formulated based on the results of data processing and analysis involving company data. The recommendation contains the attribute needs for Bro.do’s digital marketing program, especially on Instagram ads that need to be developed and prioritized as true customer needs.
Keywords: Attribute Design, Digital Marketing, Instagram ads, IMC Quality, Kano Model

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