ANALYSIS PERFORMANCE OF DIGITAL MARKETING CHANNELS FENIX STAGE

RIZQI NURROHMAH, TARSISIUS HANI HANDOKO, M.B.A., Ph.D

2018 | Tesis | Magister Manajemen

Tujuan dari penelitian ini adalah untuk menemukan bahwa kanal pemasaran FENIX Stage dapat diterima dan telah berhasil meningkatkan kesadaran pelanggan melalui media social, website, dan surat elektronik reguler untuk mendapatkan pelanggan B2B. Penelitian ini berusaha untuk menjawab pertanyaan: faktor apa yang meningkatkan keterlibatan secara online pada kanal komunikasi secara daring di FENIX Stage seperti media sosial, website, dan surat elektronik reguler. Penelitian ini didasarkan oleh pengalaman kerja magang selama 6 bulan di FENIX Stage sebagai asisten digital marketing. Penelitian ini bertujuan untuk menambah ide baru dan rekomendasi tak hanya untuk pelanggan akan tetapi juga memberikan cara hemat untuk perusahaan B2B. Di bagian teori, dari penelitian ini yang akan dibahas adalah kanal digital marketing, content marketing, search engine optimization, dan customer engagement. Informasi terkumpul dari literature, jurnal elektronik, dan buku-buku terkait penelitian. Selain itu, sumber lain dari penelitian ini melalui survey dan observasi selama kerja magang di FENIX Stage. Pada penelitian ini diterapkan metode deskriptif kualitatif. Data dikumpulkan melalui survey yang dikirim kepada distributor FENIX Stage. Survey berisi empat bagian berdasarkan kanal komunikasi digital FENIX Stage. Sebagai tambahan, data juga dikumpulkan melalui Facebook Statistics, Google Analytics, dan metriks lainnya. Ada 17 hasil survei dari 34 distributor FENIX Stage. Hasil penelitian menunjukkan bahwa Facebook menjadi yang paling efektive secara finansial dalam membangun keterlibatan terhadap pelanggan FENIX Stage. Faktor yang meningkatkan nilai keterlibatan adalah faktor content-type. Berdasarkan hasil penelitian, optimalisasi website dan kualitas isi mempunyai peran penting pada kanal komunikasi online FENIX Stage. Tesis ini mengindikasikan bahwa pendekatan kepada pelanggan B2B khususnya pada FENIX membutuhkan cara personal. Karena perubahan dan evolusi di dunia digital marketing, penelitian lebih lanjut dibutuhkan untuk menggali lebih dalam bagaimana meningkatkan nilai keterlibatan di kanal komunikasi digital FENIX Stage di masa depan.

The purpose of this research is to find out that FENIX Stage digital marketing channels are acceptable and successfully increase the customer awareness by social media, website, and newsletter in order to obtain B2B customers. The study attempts to answer the question: what factor that increase the online engagement in online communication channels of FENIX Stage such as Social Media, Website, and Newsletter. The study is based on the experience during 6 months internship in FENIX Stage as a digital marketing assistant. The following research aims at containing useful insight and recommendation to deliver not only engage to customers but also perform the most cost-effective way for a B2B company. In the theoretical part of the thesis the following area will be discussed: digital marketing channels, content marketing, search engine optimization and customer engagement. The information was gathered from literature, e-journal, and book related to the field of the study. Also, the resources come from the surveys, observation during the internship in FENIX Stage. In the empirical section of the study a qualitative descriptive was adapted. Data was collected by survey that was sent to exclusive distributors of FENIX Stage. The survey contained of four section depends on the online communication channels of FENIX Stage. In addition, data also collected from Facebook Statistics, Google analytics, and other metrics. There were 17 answers from the survey from 34 distributors of FENIX Stage. The results show that Facebook becomes the most cost-effective way to build an engagement towards the customer of FENIX Stage. Also, the factor that increase the engagement rate is content-type factors. According to the study result, website optimization and quality of the content plays crucial part in digital marketing channels of FENIX Stage. This thesis indicate that to approach B2B customers especially FENIX customers, it need to apply a personal message. Due to the rapid change and evolvement in digital marketing, further study is needed to explore more on how to increase the engagement rate in FENIX Stage social media towards their customers in the future.

Kata Kunci : The purpose of this research is to find out that FENIX Stage digital marketing channels are acceptable and successfully increase the customer awareness by social media, website, and newsletter in order to obtain B2B customers. The study attempts to answer