MerekIndonesia.com) By Bernhart F - SGU Repository

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ANALYSIS, DESIGN AND IMPLEMENTATION OF A DIGITAL MARKETING STRATEGY FOR ECOMMERCE

(Case Study: MerekIndonesia.com)

By

Bernhart Farras Sukandar 12112014

BACHELOR’S DEGREE in

Information Technology

Faculty of Engineering and Information Technology

SWISS GERMAN UNIVERSITY EduTown BSD City

Tangerang 15339 Indonesia

August 2016

Revision after the Thesis Defense on 22 July 2016

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Bernhart Farras Sukandar STATEMENT BY THE AUTHOR

I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.

Bernhart Farras Sukandar

____________________________________________

Student Date

Approved by:

Dr. Maulahikmah Galinium, S.Kom, M.Sc

____________________________________________

Thesis Advisor Date

Panji Mukadis, S.Kom, MM

____________________________________________

Thesis Co-Advisor Date

Dr. Ir. Gembong Baskoro, M.Sc

____________________________________________

Dean Date

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Analysis, Design, and Implementation of a Page 3 of 104

Digital Marketing Strategy For eCommerce (Case Study: MerekIndonesia.com)

Bernhart Farras Sukandar ABSTRACT

ANALYSIS, DESIGN AND IMPLEMENTATION OF A DIGITAL MARKETING STRATEGY FOR ECOMMERCE

By

Dr. Maulahikmah Galinium, S.Kom, M.Sc, Advisor Panji Mukadis, S.Kom, MM, Co-Advisor

SWISS GERMAN UNIVERISTY

Digital Marketing has been an important marketing tool for Startup Company to help growing the business larger by increasing traffic, increase conversion & improving sales. This research examines the application of 6 digital marketing channels (SEO, Online Advertising, Affiliate Marketing, Video Marketing, Social Media and Email Marketing) to an Indonesian Startup Ecommerce Company: MerekIndonesia.com to see real time digital marketing strategy impact. While MerekIndonesia.com still in the startup phase MerekIndonesia.com use Reach phase from RACE framework this thesis can do conduct brand and content performance measurements, it is targeting Unique Visitors, New Visitors, Brand/direct Visits, Audience Share/Share of Audience, Key Sites, Follower or Fan Volumes, Share of search, Inbound Links, and Referring domains. The target is reached and from 6 digital marketing channel, online advertising channel is the most effective because it can create a lot of visitors in a short amount of time. MerekIndonesia.com can be implemented with 6 digital marketing channel and reach the target with corresponding digital marketing strategy.

Keywords: RACE Framework, Digital Marketing, SEO, Online Advertising, Affiliate Marketing, Video Marketing, Social Media, Email Marketing, eCommerce.

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Bernhart Farras Sukandar DEDICATION

I dedicate this works for my beloved parents:

Beny Mulayana Sukandar, BSCE, MSCE, MM & Herlina Ariffin S.H, Team of MerekIndonesia.com and HartLogic and

the future of the country I loved: Indonesia.

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Bernhart Farras Sukandar ACKNOWLEDGEMENTS

Firstly I would like to send my highest gratitude to Allah SWT for giving me such a great life with uncounted blessings and a timeless unconditional love.

Second I would like to thank, my Thesis Advisor, Mr. Dr. Maulahikmah Galinium S.Kom M.Sc, my Thesis Co-Advisor, Mr. Panji Mukadis S.Kom MM, and my lecturer Mr. James Purnama M.Kom, M.Sc who has been teaching, helping and guide me to do this thesis.

Not forget to mention my lifetime supporters, my half of my heart, my beloved family: Beny Mulyana Sukandar, Herlina Ariffin Sukandar, and Bryant Farrell. Thank you for filling up my every single day with happiness.

Last but not least, MerekIndonesia.com and HartLogic Team for letting me be part of the team and let this research happened and successfully completed. Big thanks.

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Bernhart Farras Sukandar TABLE OF CONTENTS

Page

STATEMENT BY THE AUTHOR ... 2

ABSTRACT ... 3

DEDICATION ... 5

ACKNOWLEDGEMENTS ... 6

TABLE OF CONTENTS ... 7

LIST OF FIGURES ... 10

LIST OF TABLES ... 12

CHAPTER 1 – INTRODUCTION ... 13

1.1. Background ... 13

1.2. Research Problem ... 14

1.3. Objectives ... 14

1.4. Research Question ... 14

1.5. Hypothesis ... 15

1.6. Significance of Study ... 15

1.7. Scope ... 15

1.8. Thesis Structure ... 16

CHAPTER 2 - LITERATURE REVIEW ... 18

2.1. MerekIndonesia.com ... 18

2.1.1. Business Model Canvas ... 19

2.1.2. Preview of MerekIndonesia.com ... 20

2.1.3. SWOT Analysis of MerekIndonesia.com ... 21

2.2. ECommerce ... 21

2.3. Digital Marketing ... 22

2.4. SEO & SEM ... 22

2.5. Online Advertising ... 23

2.6. Affiliate Marketing ... 24

2.7. Video Marketing ... 24

2.8. Social Media ... 25

2.8.1. Facebook ... 26

2.8.2. LINE ... 27

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2.9. Email Marketing ... 28

2.10. Related Work ... 29

2.10.1. Set Objective ... 30

2.10.2. Target Audience ... 31

2.10.3. Evaluate Competition ... 31

2.10.4. Set a Budget ... 34

2.10.5. Communication Channels ... 34

2.10.6. Develop the right messages ... 35

2.10.7. Project the right image ... 36

2.10.8. Don’t forget legal’s ... 36

2.10.9. Monitor and Measure ... 37

CHAPTER 3 - RESEARCH METHODS ... 39

3.1. Set Objectives ... 39

3.1.1. General Objectives ... 41

3.1.2. Campaign Objectives ... 42

3.2. Target Audience ... 42

3.3. Evaluate Competition ... 43

3.3.1. Local Brand ID ... 43

3.3.2. Qlapa ... 45

3.4. Set a Budget ... 51

3.5. Consider Communication Channels ... 52

3.6. Develop the right messages & Project the right image ... 53

3.7. Legal’s ... 53

3.8. Monitor and measure ... 53

CHAPTER 4 - RESULTS AND DISCUSSIONS ... 54

4.1. Search Engine Optimization ... 54

4.2. Email Marketing ... 58

4.3. Affiliate Marketing ... 61

4.4. Online Advertising ... 64

4.4.1. IndonesiaSekarang.com Banner ... 64

4.4.2. Pengusaha Kampus Sponsored LINE@ ... 64

4.5. Video Marketing ... 69

4.6. Social Media ... 71

4.6.1. Brand Join ... 71

4.6.2. Indonesian Product Review: Photo & Video Competition ... 73

4.6.3. Shop at MerekIndonesia.com ... 80

4.6.4. Time Analysis for Facebook Utilization ... 82

4.7. Overall Result ... 86

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4.7.1. MerekIndonesia.com Website Analytics ... 86

4.7.2. MerekIndonesia.com Channel ... 90

4.7.3. MerekIndonesia.com Age & Gender ... 92

4.7.4. MerekIndonesia.com Social Media & Rank ... 94

4.8. Monitor and Measure ... 94

CHAPTER 5 - CONCLUSIONS AND RECOMMENDATIONS ... 96

5.1. Conclusions ... 96

5.2. Recommendations ... 97

GLOSSARY ... 98

REFERENCES ... 99

CURRICULUM VITAE ... 101