Strategi pemasaran digital perangkat lunak pemantau kinerja Dokodemo-Kerja untuk PT Logique Digital Indonesia = Digital marketing strategy of productivity monitoring software Dokodemo-Kerja for PT Logique Digital Indonesia

Limantara, Carissa (2020) Strategi pemasaran digital perangkat lunak pemantau kinerja Dokodemo-Kerja untuk PT Logique Digital Indonesia = Digital marketing strategy of productivity monitoring software Dokodemo-Kerja for PT Logique Digital Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada tahun 2019 di Indonesia, tren kerja “work-from-home” atau remote-working telah mulai diterapkan di berbagai perusahaan di Indonesia, khususnya di daerah yang sering terjadi kemacetan dan banjir. Karena itu, beberapa organisasi memerlukan perangkat lunak pemantau kinerja, seperti Dokodemo-Kerja, untuk karyawan-karyawan yang terpaksa bekerja di rumah. Penelitian pemasaran digital Dokodemo-Kerja dilakukan dengan cara observasi, berdasarkan strategi-strategi yang ditentukan melalui focus group, yang kemudian dianalisis berdasarkan data yang tersedia. Penelitian dibatasi pada strategi-strategi pemasaran online, dan bukan offline. Ekspektasi rasio engagement dan klik yang diterima adalah 5% dari total impression, namun performa pemasaran pada akhir tahun 2019 adalah 2.35%. Hal ini terjadi karena kurangnya brand awareness dan desain serta headline yang tidak mampu untuk menarik perhatian target pelanggan. Ekspektasi kedua adalah perkembangan impression sebanyak 10% per bulan dengan biaya kurang dari Rp 5.000.000/bulan. Biaya, jenis iklan, dan SEO berpengaruh besar terhadap pertumbuhan tersebut. Selain itu, isi dari website ataupun landing page juga menjadi faktor penting untuk menentukan tingkat konversi, brand awareness, tingkat retensi, dan pengakuisisian pelanggan. / In the year 2019 in Indonesia, “work-from-home” or remote-working trend begun to take roots in various companies in Indonesia, especially in high-density areas with frequent numbers of traffic jams and floods. Because of this, several organizations seek for a monitoring software, such as Dokodemo-Kerja, for their remote workers. The digital marketing research of Dokodemo-Kerja is conducted by observation, with strategies determined through focus group sessions, based on analysis performed on the available data. Research is limited to online marketing strategies and not offline. The expected ratio of click/engagement to the total impression is 5%, however, the marketing performance received at the end of 2019 is 2.35%. This happened due to the lack of brand awareness, design quality, and headlines that are unable to attract the attention of the predetermined target customer. The second expected outcome is the increase of impressions by 10% per month at a cost of less than Rp5.000.000/month. Cost, type of advertising, and SEO proofed to influence the outcome greatly. In addition, the content of a website or landing page is also an important factor in determining the conversion rate, brand awareness, retention rate, and customer acquisition.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Limantara, CarissaNIM00000023095carissalimantara@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorBarus, Okky PutraNIDN0127068803okky.barus@uph.edu
Uncontrolled Keywords: pemasaran digital; remote-working; perangkat lunak pemantau; digital marketing; monitoring software
Subjects: Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions: University Subject > Current > Faculty/School - UPH Medan > School of Information Science and Technology > Information Systems
Current > Faculty/School - UPH Medan > School of Information Science and Technology > Information Systems
Depositing User: Users 9202 not found.
Date Deposited: 11 Aug 2020 04:30
Last Modified: 14 Jan 2022 09:57
URI: http://repository.uph.edu/id/eprint/9807

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