MEMBANGUN APLIKASI E- MARKETING PADA PT. DHARMA KHASANTI AGUNG

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MEMBANGUN APLIKASI

E-MARKETING PADA PT. DHARMA

KHASANTI AGUNG

Fabian Ciputra

Binus University, Jakarta, DKI Jakarta, Indonesia

Muhammad Fadli

dan

Sarawanan Krishna

Abstrak

Tujuan Skripsi ini adalah membangun aplikasi E-Marketing pada PT. Dharma Khasanti Agung untuk memaksimalkan pemasaran produk dan layanan. Manfaat yang bisa dicapai adalah meningkatkan Keunggulan kompetitif pemasaran PT. Dharma Khasanti Agung dibanding perusahaan lainnya. Metodologi yang digunakan yaitu melakukan survey, wawancara langsung kepada PT. Dharma Khasanti Agung selaku pihak yang terkait, studi literatur dan metode analisa “Seven step of Internet Marketing” yang dijabarkan keberbagai bagian, antara lain framing the

market opportunity, formulating the market strategy, designing the customer experience, crafting the customer interface, designing the marketing program, leveraging customer information through technology, evaluating the marketing program. Hasil yang dicapai adalah Pembuatan

aplikasi e-marketing berbasis web pada DKA dapat memberikan keuntungan bagi perusahaan seperti memperluas pangsa pasar, mempermudah pelanggan dan memberikan kenyamanan bagi pelanggan untuk mengakses informasi produk serta media promosi yang ditawarkan. Simpulannya adalah DKA telah siap menerapkan sistem pemasaran e-marketing berbasis web yang dapat mempermudah pelanggan dan memberikan kenyamanan bagi pelanggan untuk mengakses informasi produk dan perusahaan serta media promosi yang ditawarkan karena internet dapat menyelesaikan kendala batasan geografis tanpa merubah target pasar serta posisi yang dituju sesuai dengan strategi e-marketing yaitu market expansion.

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1. Pengenalan

Perkembangan teknologi informasi pada masa sekarang ini sangat pesat membawa dampak bagi aspek kehidupan salah satunya aspek bisnis. Banyak perusahan-perusahaan yang kini mulai menerapkan sistem yang terkomputerisasi. Sehingga seluruh kegiatan bisnis perusahaan salah satunya kegiatan operasional dan marketing dapat berjalan sesuai dengan tujuan perusahaan.

Untuk memudahkan terlaksananya proses operasional dan marketing dalam mencapai tujuan perusahaan, setiap perusahaan atau organisasi mencoba untuk menguasai teknologi informasi yang ada untuk diterapkan pada perusahaannya atau organisasinya salah satunya aplikasi E-Business. Hal ini dilakukan karena pentingnya informasi bagi perkembangan bisnis dalam persaingan dengan perusahaan lain. Selain itu, E-Business juga dapat mempermudah perusahaan dalam mendistribusikan informasi kepada setiap sektor perusahaannya.

Salah satu komponen E-Business adalah E-Marketing, aplikasi E-Marketing yang handal meliputi penyampaian informasi mengenai produk atau jasa yang ditawarkan oleh perusahaan serta profil perusahaan, menyediakan dukungan pelanggan dan customer support atas produk atau jasa yang dijual, pemesanan produk secara online, fasilitas interaksi dengan sentuhan personal dan pada akhirnya membangun komunitas antara para pelanggan dengan perusahaan. Pentingnya aplikasi E-Marketing bagi marketing perusahaan membuat banyak perusahaan menerapkan E-Marketing, salah satunya perusahaan yang bergerak di bidang rem untuk kendaraan roda empat seperti “PT. Dharma Khasanti Agung”.

PT. Dharma Khasanti Agung menyediakan kebutuhan suku cadang untuk kendaraan roda empat khususnya pada sepatu rem dari kendaraan roda empat, banyaknya perusahaan yang bergerak di bidang yang sama telah melakukan marketing secara online sehingga menciptakan keunggulan kompetitif bagi para pengusaha suku cadang roda empat.

Oleh sebab itu tim tertarik untuk menerapkan E-Marketing bagi PT. Dharma Khasanti Agung untuk meningkatkan kualitas pelayanan yang memudahkan pelanggan untuk mendapatkan informasi produk dari PT. Dharma Khasanti Agung tanpa ada kendala batas ruang dan waktu.

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2. Pembahasan

Ruang lingkup pada penulisan ini memiliki batasan sebagai berikut:

• Perancangan media promosi produk untuk PT. Dharma Khasanti Agung secara online.

• Pelayanan pemesanan secara online berbasis web, tanpa proses pembayaran.

• Pembuatan fasilitas pertukaran informasi seputar produk dan perusahaan antara PT. Dharma Khasanti Agung dengan pelanggan via feedback (operator online, newsletter,

contact us dan testimonial).

Metodologi dalam penulisan menggunakan Siklus Tujuh-Tahap Internet Marketing dari Mohammed et al (2003, p.9)

• Tahap I: Menganalisis Peluang Pasar

• Tahap II: Menyusun Strategi Pemasaran

• Tahap III: Merancang Pengalaman Pelanggan

• Tahap IV: Merancang Hubungan Antar Muka Pelanggan

• Tahap V: Merancang Program Pemasaran

• Tahap VI: Mendapatkan Informasi Pelanggan Melalui Teknologi

• Tahap VII: Mengevaluasi Program Pemasaran

2.1. Landasan Teori

7 (tujuh) tahap proses analisa dan perancangan internet marketing, dibagi menjadi sebagai berikut:

• Tahap I : Menganalisis Peluang Pasar

Tahap pertama melibatkan analisis peluang pasar dan merupakan awal dari konsep bisnis—yaitu, mengumpulkan data online dan offline yang cukup untuk membuat penilaian peluang.

Tahap kedua dari proses internet marketing adalah menentukan strategi pemasaran. Strategi pemasaran harus konsisten dengan strategi bisnis perusahaan. Strategi pemasaran memiliki tiga komponen utama, yaitu sebagai berikut:

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o Segmentation, yaitu mengidentifikasi segmen pasar yang relevan dengan

kebutuhan tertentu.

o Targeting, yaitu memilih segmen atraktif yang konsisten dengan sumber daya

dan tujuan perusahaan.

o Positioning, yaitu mengkomunikasikan secara strategis manfaat produk

kepada target segmen.

Perusahaan harus memahami jenis pengalaman pelanggan yang perlu dihasilkan untuk memenuhi peluang pasar. Pengalaman tersebut harus berkorelasi dengan strategi pemasaran dan positioning perusahaan. Definisi umum mengenai pengalaman pelanggan adalah suatu persepsi dan interpretasi target pelanggan dari seluruh stimuli yang dihadapi ketika berinteraksi dengan perusahaan tersebut. Tiga tingkat hierarki pengalaman pelanggan:

o Tingkat 1: Functionality o Tingkat 2: Intimacy o Tingkat 3: Evangelism

Internet telah mengubah tempat pertukaran dari marketplace (seperti, interaksi

face-to-face) menjadi marketspace (seperti, interaksi screen-to-face). Interface

yang dirancang dapat diakses melalui PC, Notebook, Cellphone, dan perangkat lainnya yang berbasiskan internet. Perancangan interface menjadi penting karena merupakan salah satu program marketing dan dapat mempengaruhi pengalaman customer. Perancangan interface yang akan dibahas khusus untuk web interface, dan untuk melakukan perancangan dan implementasi suatu website yang efektif bagi customer ada 7 (7C) prinsip perancangan yang penting diperhatikan.

Tahap ini adalah merancang marketing levers (product, price, communication,

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menyampaikan pengalaman sesuai yang diinginkan pelanggan. Marketspace

Matrix dapat digunakan untuk membangun suatu program marketing yang

komprehensif. Marketspace Matrix merupakan suatu matrix 2 dimensi yang terdiri dari:

o 6 (enam) marketing levers: Product, Price, Communication, Distribution,

Branding, dan Community.

o 4 (empat) tahap hubungan konsumen: Awareness, Exploration, Commitment,

Dissolution.

Dalam lingkungan yang berpusat pada pelanggan, perusahaan harus membuat dan melakukan tiga keputusan utama. Tiga keputusan utama tersebut adalah (1) secara strategis memilih pasar yang dikejar (marketing research); (2) mempelajari lebih banyak tentang pelanggan dan merencanakan strategi untuk mendapatkan target pelanggan (database marketing); dan (3) menilai keuntungan jangka panjang dari pelanggan dan mempertahankan pelanggan utama (customer relationship

management).

Tahap terakhir ini melibatkan evaluasi dari keseluruhan program pemasaran

Internet dan mencakup fokus yang seimbang terhadap customer dan metrik

keuangan.

2.2. Analisis dan Perancangan E-Marketing

7 (tujuh) tahap proses analisa dan perancangan internet marketing pada DKA menghasilkan:

• Tahap I : Menganalisis Peluang Pasar

o Menyelidiki Peluang pada Sistem Nilai yang Ada atau yang Baru

Penyebaran informasi secara luas mengenai produk yang ditawarkan,

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dengan cara mengurangi biaya-biaya yang harus dikeluarkan untuk melakukan proses pemasaran)

o Mengidentifikasi Kebutuhan Pelanggan yang Belum Terpenuhi

Keterbatasan waktu dalam mendapatkan informasi terhadap produk dan jasa yang di tawarkan. Informasi tentang produk dan jasa hanya bisa didapatkan pada saat jam kerja saja. Belum adanya fasilitas yang dapat membuat

customer up to date terhadap informasi terbaru dari perusahaan.

o Menentukan Target Segmen Pelanggan

Firmographics (toko dan bengkel), Geographics (pulau Jawa, Sumatra, dan

Sulawesi)

o Menilai Kebutuhan Sumber Daya untuk Memberikan Penawaran

Customer Facing (Staf pemasaran), Internal Resources (Mesin-mesin, Staf

dan pekerja pabrik), Upstream Resources (PT. Bangun Era Sejahtera, PT. Anugerah Artha Winasis, CV. Revitalindo Autoparts, dan PT. Pintumas Mulia Kimia).

o Menilai Faktor Persaingan, Teknologi, dan Keuangan dari Peluang

Competitive Intensity: direct competitor (PT. Dirgaputra Ekapratama, PT.

Tridharma Wisesa, PT. Sinar Cibinong, dan PT. Benin Internasional) dan

indirect competitor (PT. Tri Difta Utama)

o Penilaian No or No Go

Competitive Vulnerability (Positif), Technical Vulnerability (Netral), Magnitude Of Unmets Needs (Positif), Interaction Between Segments

(Positif), Likely Rate Of Growth (Positif), Technology Vulnerability (Netral),

Market Size (Positif), Level Of Profitability (Positif),

o Tiga Komponen Utama Strategi Pemasaran

Segmentation: Market Expansion secara geografis. Targeting: Blanket Targeting karena target pasar yang dituju perusahaan tetap sama. Positioning: Blanket Positioning Strategi ini berdasarkan dari Targeting sebelumnya.

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Sepatu rem roda 4 baik itu rem tromol maupun rem cakram dimana ada 50 jenis sepatu rem yang sudah di produksi, harga-harga yang ditawarkan oleh DKA bervariasi. Promosi-promosi yang dilakukan melalui brosur yang disebar oleh staff marketing. Jarak distribusi atau penjualan sudah terdapat di beberapa kota di Indonesia.

Functionality (Usability and Ease Of Navigation, Speed, Reliability, Security, Media Accessibility), Intimacy (Customization, Communication, Consistency, Trustworthiness, Exceptional Value, Shift from Consumption to Leisure Activity)

dan Evangelism (Taking the Word to the Market, Active Community Membership).

Pada tahap ini perancangan tampilan dari aplikasi E-Marketing akan dibuat berdasarkan kerangka kerja 7C: Context (Functional, Aesthetic Criteria), Content (Offering Mix, Appeal Mix, Multimedia Mix, Content Type), Community,

Customization, Communication (Broadcast atau komunikasi satu arah, Interactive

atau komunikasi dua arah), Connection, Commerce.

Building Customer Relationship (Awareness, Exploration [Attraction, Trust, Satisfaction], Commitment, Dissolution), Market Place Mix

Marketing Research (Visitor Counter, Register, Testimonial, Order), Database Marketing (Pembangunan website telah diintegrasikan dengan database untuk

menampung seluruh produk dan informasi yang akan ditampilkan untuk pelanggan), Customer Relationship Management (operator online dengan Yahoo!

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Customer Based Metrics (Dihitung berdasarkan jumlah pengunjung website,

jumlah member, jumlah permintaan produk), Financial Matrics (Sales, Revenue,

Marketing Spend), Implementation Matrics (Dalam mendapatkan informasi dari

penerapan website menggunakan metode observasi berdasarkan click-stream data pengunjung)

3. Simpulan

Berdasarkan hasil dari analisa dan perancangan terhadap PT. Dharma Khasanti Agung (DKA) maka dapat disimpulkan bahwa:

• DKA sebelumnya belum pernah sekalipun menerapkan sistem pemasaran e-marketing.

• DKA merupakan perusahaan industri berskala menengah yang memproduksi Sepatu Rem Tromol (Brake Shoe) maupun Sepatu Rem Cakram (Brake Pad) yang bermerk Mimasaka untuk berbagai merk dan tipe kendaraan roda empat.

• Analisis dan Perancangan aplikasi e-marketing DKA yang berbasis web disesuaikan berdasarkan The Seven-Stage Cycle of Internet Marketing (Mohammed et al (2003, p9)).

• Pembuatan aplikasi e-marketing berbasis web pada DKA dapat mempermudah pelanggan dan memberikan kenyamanan bagi pelanggan untuk mengakses informasi produk dan perusahaan serta media promosi yang ditawarkan karena internet dapat menyelesaikan kendala batasan geografis tanpa merubah target pasar serta posisi yang dituju sesuai dengan strategi e-marketing yaitu market expansion.

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Referensi

[1] Allen, Jeremy dan Charles Hornberger (2002). Mastering PHP 4.1. Sybex Inc. Alamedia, California.

[2] Connolly, T.M., Carolyn E.B., Anne D.S. (2005). Database System : A Practical

Approach to Design, Implementation, and Management,(4thedition).United State of America : Addison-Wesley.

[3] Chaffey, D. (2009). E-Business and E-Commerce Management:Strategy, Implementation

and Practice.(4th Edition).London :Prentice Hall, Inc.

[4] Kotler, P., & Armstrong, G. (2010).Principle of Marketing, (13th edition). New Jersey: Pearson Education, Inc.

[5] Mohammed, R,.Fisher, R.J., Jaworski, B.J., danPaddison, G.J. (2003). Internet Marketing:

building advantage in a Networked Economy. (4thEdition). United State of America: McGraw-Hill.

[6] Negrino, T., & Smith, D. (2005). Javascript For The World Web (4th Edition ed.). Berkeley, California:

Peachpit Press.

[7] O'Brien, J.A. (2003). Introduction to information systems : essentials for the e-business

enterprise, (11th edition). New York: McGraw Hill.

[8] Rosenbloom, B. (2004). Marketing Channels: A Management View. (7th Edition). Ohio: Thomson South Western.

[9] Strauss, J., El-Ansary, A., dan Frost, R. (2003). E-Marketing International Edition (3rd Edition ed.). Upper Saddle River, New Jersey: Pearson Prentice Hall.

[10] Turban & Rainer & Potter. (2006) Pengantar Teknologi Informasi. Jakarta. Salemba Infotek.

[11] Turban, E., King, D., Lee, J., Liang, T.P., Turban, D. (2010). Electronic Commerce. (6thedition). Pearson.

[12] Ullman, L. (2005). PHP and MYSQL for Dynamic Website. (2nd edition). Berkeley: Peachpit Press.

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BUILD APPLICATION OF

E-MARKETING ON PT. DHARMA

KHASANTI AGUNG

Fabian Ciputra

Muhammad Fadli

dan

Sarawanan Krishna

Abstract

The purpose of this Thesis is to build application of E-Marketing on PT. Dharma Khasanti Agung to maximize the marketing of products and services. Benefits can be achieved is to increase the competitive of marketing advantage PT. Dharma Khasanti Agungcompared to other companies. The methodology used is to survey, direct interviews to PT. Dharma Khasanti Agung as the parties concerned, the study of literature and methods of analysis “Seven step of Internet Marketing” described every aspect of, among other framing the market opportunity, formulating the market strategy, designing the customer experience, crafting the customer interface, designing the marketing program, leveraging customer information through technology, evaluating the marketing program. Result in making the application web-based e-marketing in DKA can provide benefits for companies such as expanding market share, customer ease and convenience for customers to access product information and promotion media offered. Conclusion is DKA ready to implement e-marketing marketing system that can facilitate web-based customer and provide convenience for customers to access product information and media company as well as internet promotions offered to resolve the constraints of geographical boundaries without changing the target market and target position in accordance with e-marketing strategy that is market expansion.

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1. Introduction

Development of information technology at the present time very rapidly impact the lives of one aspect of the business aspects. Many companies are now beginning to implement a computerized system. So that all business activities of one company's operational and marketing activities can be run in accordance with company objectives.

To facilitate the implementation of operational and marketing processes in achieving the objectives of the company, any company or organization trying to master the existing information technology to be applied to one company or organization's E-Business applications. This is done because of the importance of information for the development of business in competition with other companies. In addition, E-Business can also be easier for companies to distribute information to every sector of the company.

One component is the E-Business E-Marketing, E-Marketing applications include the delivery of reliable information regarding the products or services offered by the company as well as company profile, provide customer support and customer support for products or services sold, ordering products online, facilities with a touch of personal interaction and ultimately build community among customers with the company. Importance of E-Marketing applications for the marketing companies make a lot of companies implementing E-Marketing, one of which the company engaged in brakes for four-wheel vehicles such as "PT. Dharma Khasanti Agung".

PT. Dharma Khasanti Agung supply the parts for four-wheel vehicles, especially on the brake shoes of four-wheeled vehicles, the number of companies engaged in the same field have been doing online marketing, creating a competitive advantage for the employers of four-wheel parts.

Therefore the team is interested in applying E-Marketing for PT. Dharma Khasanti Agung to improve the quality of service that allows customers to obtain product information from PT. Khasanti Supreme Dharma without any constraints of time and space limits.

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2. The Session

The scope of this thesis has the following limitations:

• Design of promotional online media for product of PT. Dharma Khasanti Agung.

• Services order online web-based, without the payment process.

• Making facilities exchange of information about the products and the company between PT. Dharma Khasanti Agung with customers via feedback (online operator, newsletter, contact us and testimonial).

Methodology in writing using Seven step of Internet Marketing from Mohammed et al (2003, p.9)

• Step I: Framing The Market Opportunity

• Step II: Formulating The Marketing Strategy

• Step III: Designing The customer Experience

• Step IV: Crafting The Customer Experience

• Step V: Designing The Marketing Program

• Step VI: Leveraging Customer Information Through Technology

• Step VII: Marketing Program Evaluation

2.1. The Theory Foundation

7 (seven) stages of the analysis and design of internet marketing, is divided into the following:

The first stage involves the analysis of market opportunities and the beginnings of a business concept-ie, online and offline to collect data sufficient to make an assessment of opportunities.

The second stage of the process of internet marketing is to determine the marketing strategy. The marketing strategy should be consistent with its business strategy. The marketing strategy has three main components as follows:

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o Segmentation, namely identifying the market segments that are relevant to the specific needs.

o Targeting, selecting an attractive segment that is consistent with the resources and objectives.

o Positioning, that is communicate strategically benefits of product to the segment target.

Companies must understand the types of customer experiences that need to be produced to meet market opportunities. This experience should be correlated with the marketing strategy and corporate positioning. General definition of customer experience is a perception and interpretation of the target customers of all stimuli encountered when interacting with the company. Three-level hierarchy of customer experience:

o Level 1: Functionality o Level 2: Intimacy o Level 3: Evangelism

Internet has changed the place of the exchange marketplace (such as, the interaction face-to-face) to market space (eg, interaction screen-to-face). Designed interface can be accessed via PC, Notebook, Cellphone, and other devices with Internet-based. Interface design is important because it is one of the marketing program and may affect the customer experience. Interface design will be discussed specifically for the web interface, and to do the designing and implementation of an effective website for any customer 7 (7C) design principle that is important to note.

This stage is designing the marketing levers (product, price, communication, distribution, branding, and community) that support the positioning and delivering

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the desired customer experience. Market space Matrix can be used to build a comprehensive marketing program. Market space matrix is a 2-dimensional matrix consisting of:

o 6 (six) marketing levers: Product, Price, Communication, Distribution,

Branding, and Community.

o 4 (four) stages of customer relationships: Awareness, Exploration,

Commitment, Dissolution.

In a customer-centered environment, companies must create and perform three major decisions. Three major decisions are (1) strategically choose which pursued the market (marketing research), (2) to learn more about customers and plan strategies to get targeted customers (database marketing), and (3) assess the long-term benefit of customers and retain major customers (customer relationship management).

The final stage involves the evaluation of the overall Internet marketing program and include a balanced focus on customer and financial metrics.

2.2. Analysis and Design of E-Marketing

7 (seven) stages of the analysis and design of internet marketing on DKA to generate:

o Investigate Opportunity in an Existing or New Value System

Widespread dissemination of information about the products offered, Trapped Value (use website that generates cost efficiencies by reducing the costs to be incurred to make the process of marketing).

o Indentify Unmet or Unserved Needs

Time constraints in getting information on products and services on offer. Information about products and services can only be obtained during working

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hours only. The absence of facilities that can make the customer up to date on the latest information from the company.

o Determine Target Customer Segment

Firmographics (store and workshop), Geographics (Java, Sumatra, and Sulawesi)

o Assess Resource Needs to Provide Special

Customer Facing (marketing staff), Internal Resources (Machines, staff and factory workers), Upstream Resources (PT. Bangun Era Sejahtera, PT. Anugerah Artha Winasis, CV. Revitalindo Autoparts, and PT. Pintumas Mulia Kimia).

o Assess Competitive, Technological, and Financial Attractiveness of Opportunity

Competitive Intensity: direct competitor (PT. Dirgaputra Ekapratama, PT. Tridharma Wisesa, PT. Sinar Cibinong, and PT. Benin Internasional) and indirect competitor (PT. Tri Difta Utama).

o Assessment No or No Go

Competitive Vulnerability (positive), Technical Vulnerability (neutral), Magnitude Of Unmets Needs (positive), Interaction Between Segments (positive), Likely Rate Of Growth (positive), Technology Vulnerability (neutral), Market Size (positive), Level Of Profitability (positive).

o Three Main Components of Marketing Strategy

Segmentation: Market Expansion geographically. Targeting: Blanket Targeting because the company's target market remains the same. Positioning: Blanket Positioning this strategy is based on the earlier of Targeting.

o Marketing Mix

4-wheel brake shoes either disc brakes or drum brakes in which there are 50 types of brake shoes that are already in production, the prices offered by DKA varies. Promotions are done through brochures distributed by the

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marketing staff. Distance distribution or sale are located in several cities in Indonesia.

Functionality (Usability and Ease Of Navigation, Speed, Reliability, Security, Media Accessibility), Intimacy (Customization, Communication, Consistency, Trustworthiness, Exceptional Value, Shift from Consumption to Leisure Activity)

and Evangelism (Taking the Word to the Market, Active Community Membership).

At this stage of the design features of the application E-Marketing will be made based on the framework 7C: Context (Functional, Aesthetic Criteria), Content (Offering Mix, Appeal Mix, Multimedia Mix, Content Type), Community,

Customization, Communication (Broadcast or one-way communication, Interactive or two-way communication), Connection, Commerce.

Building Customer Relationship (Awareness, Exploration [Attraction, Trust, Satisfaction], Commitment, Dissolution), Market Place Mix

Marketing Research (Visitor Counter, Register, Testimonial, Order), Database Marketing (Website development has been integrated with the database to

accommodate all the products and information to be displayed to the customer),

Customer Relationship Management (operator online with Yahoo! Messenger, Email).

Customer Based Metrics (Calculated based on the number of website visitors, the

number of members, number of product demand), Financial Metrics (Sales,

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the application site using the method of observation based on click-stream data of visitors)

3. Conclusion

Based on the results of the analysis and design of PT. Dharma Khasanti Agung (DKA) it can be concluded that:

• DKA previously had never been implemented marketing with e-marketing system.

• DKA is a medium-sized industrial companies that produce drum Brake Shoes (Brake Shoe) and Disc Brake Shoes (Brake Pad) which branded Mimasaka for different brands and types of four-wheeled vehicles.

• Analysis and design application of e-marketing web-based DKA adjusted based on

The Seven-Stage Cycle of Internet Marketing (Mohammed et al (2003, p9)).

• Making the application of web-based e-marketing in DKA can facilitate the customer and provide convenience for customers to access product information and media company as well as internet promotions offered to resolve the constraints of geographical boundaries without changing the target market and target position according to the e-marketing strategy the market expansion.

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