Safitri, Pramesti Rizma Dita and Dr. Sujarwo,, SP., MP and Rachman Hartono,, SP., MP (2021) The Omni-channel Marketing Strategy and Customer Path between Hisana Fried Chicken and McDonald’s: A Comparison Study. Sarjana thesis, Universitas Brawijaya.
Abstract
Today organizations around the world and of all types are making use of ICT, not only to save costs and increase efficiency, but also to provide better customer service. In this digital era, the concept of marketing strategy 4.0 needs to be carried out and improved so that business or companies can truly connect with consumers. Realizing the importance of marketing in industry 4.0 and consumer connectivity in the digital era, Kotler, Kartajaya, and Setiawan (2017) propose a new paradigm in Marketing 4.0 which provides a definition of customer decisions based on five A (5A: aware, appeal, ask, act, and advocate). Companies or Small Medium Enterprises (SMEs) that have a millennial generation segment and are aggressively marketing in Indonesia are fast food companies. The fast-food industry that is developing in Indonesia comes from multinational companies such as McDonald's and SMEs such as Hisana. This research purpose is to identify the omni-channel strategy and 5A connectivity used by SMEs and multinational companies and to find out the difference between Hisana and McDonald’s. This research used a quantitative approach. This type of research that used in this study is descriptive quantitative. This research conducted from march to April 2021. For sample determination technique using multistage random sampling by framing form sub-district until neighborhood level (RT). Respondent that used in this research are 270 respondent that born in 1980-1999. Because of the Covid-19 condition, online questionnaire was used to collect the data to minimize direct contact with respondent. For analysis data, first did descriptive analysis, to omni- channel and customer path both Hisana and McDonald’s also calculate PAR and BAR and define the industrial patterns. The results show that the connectivity patterns formed can be seen from the most important touch points and the most favorite customer path scenarios. Hisana and McDonald's PAR and BAR results showed that the value is close to 1, which means that the marketing that has been done by both restaurants can successfully convert aware consumers into acts and advocates. The industrial pattern between Hisana and McDonald's has the same pattern, it is doorknob. The results of the omni-channel strategy analysis are that the two fast-food restaurants used online media and offline media in carried out marketing activities. According to the research results, consumers get and looked for information through online media such as social media as well as from offline media such as brochures, banners, or from restaurants directly. Suggestions for further research, can do a comparative analysis of omni-channel strategies and customer path patterns of other brands, both multinational companies and SMEs. So, it will be seen whether there is a difference in the connectivity and omni-channel strategy with the consumers of the two brands
English Abstract
Today organizations around the world and of all types are making use of ICT, not only to save costs and increase efficiency, but also to provide better customer service. In this digital era, the concept of marketing strategy 4.0 needs to be carried out and improved so that business or companies can truly connect with consumers. Realizing the importance of marketing in industry 4.0 and consumer connectivity in the digital era, Kotler, Kartajaya, and Setiawan (2017) propose a new paradigm in Marketing 4.0 which provides a definition of customer decisions based on five A (5A: aware, appeal, ask, act, and advocate). Companies or Small Medium Enterprises (SMEs) that have a millennial generation segment and are aggressively marketing in Indonesia are fast food companies. The fast-food industry that is developing in Indonesia comes from multinational companies such as McDonald's and SMEs such as Hisana. This research purpose is to identify the omni-channel strategy and 5A connectivity used by SMEs and multinational companies and to find out the difference between Hisana and McDonald’s. This research used a quantitative approach. This type of research that used in this study is descriptive quantitative. This research conducted from march to April 2021. For sample determination technique using multistage random sampling by framing form sub-district until neighborhood level (RT). Respondent that used in this research are 270 respondent that born in 1980-1999. Because of the Covid-19 condition, online questionnaire was used to collect the data to minimize direct contact with respondent. For analysis data, first did descriptive analysis, to omni- channel and customer path both Hisana and McDonald’s also calculate PAR and BAR and define the industrial patterns. The results show that the connectivity patterns formed can be seen from the most important touch points and the most favorite customer path scenarios. Hisana and McDonald's PAR and BAR results showed that the value is close to 1, which means that the marketing that has been done by both restaurants can successfully convert aware consumers into acts and advocates. The industrial pattern between Hisana and McDonald's has the same pattern, it is doorknob. The results of the omni-channel strategy analysis are that the two fast-food restaurants used online media and offline media in carried out marketing activities. According to the research results, consumers get and looked for information through online media such as social media as well as from offline media such as brochures, banners, or from restaurants directly. Suggestions for further research, can do a comparative analysis of omni-channel strategies and customer path patterns of other brands, both multinational companies and SMEs. So, it will be seen whether there is a difference in the connectivity and omni-channel strategy with the consumers of the two brands
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052104 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 07 Feb 2022 01:24 |
| Last Modified: | 23 Feb 2022 07:28 |
| URI: | http://repository.ub.ac.id/id/eprint/189382 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
175040107111005 - Pramesti Rizma Dita Safitri.pdf Restricted to Registered users only until 31 December 2023. Download (7MB) |
Actions (login required)
 |
View Item |