This document analyzes strategies to increase brand awareness and intention to use PosAja, an application-based delivery service owned by PT Pos Indonesia. It conducts external and internal analyses, as well as surveys consumers to measure brand awareness and factors influencing intention to use. The survey finds low brand recognition of PosAja. Quantitative analysis shows brand logo and advertisements significantly impact brand awareness, while brand name and promotions do not. Further analysis is needed to identify strategies to improve awareness and drive more customers to use PosAja.
Explain about Indonesia first online form building and survey platform which allow ease of collecting and analysing user data with inbuilt data analytics tool.
Hasil penelitian (Economic Impact Study) terbaru oleh Google dan Deloitte Access Economics yang berisi temuan dan rekomendasi penting yang bermanfaat bagi pelaku bisnis dan pembuat kebijakan.
3 ijaems sept-2015-4-mining consumer knowledge from shopping experience a ca...INFOGAIN PUBLICATION
ย
E_Commerce becomes far much popular in recent years. E Commerce nowadays is almost everywhere. People go through online ; meanwhile, they are more and more accustomed to buy goods via E_Commerce channel. - The E-Commerce web sites are facing lots of problems today. Customers prefer traditional way to purchase the products and not from E-Commerce web sites. If we see the history of E-Commerce, then we get that E-Commerce is the purpose of Internet and the web to conduct business Even in recession, it is thriving and has become one of the most important consumption modes. This study uses cluster analysis to identify the profiles of E_Commerce consumers. The rules between E_Commerce spokespersons and commodities from consumers are recognized by using association analysis. Depicting the marketing knowledge map of spokespersons, the best endorsement portfolio is found out to make recommendations. By the analysis of spokespersons, period, customer profiles and products, four business modes of E_Commerce are proposed for consumers: new product, knowledge, low price and luxury product; the related recommendations are also provided for the industry reference.
Explain about Indonesia first online form building and survey platform which allow ease of collecting and analysing user data with inbuilt data analytics tool.
Hasil penelitian (Economic Impact Study) terbaru oleh Google dan Deloitte Access Economics yang berisi temuan dan rekomendasi penting yang bermanfaat bagi pelaku bisnis dan pembuat kebijakan.
3 ijaems sept-2015-4-mining consumer knowledge from shopping experience a ca...INFOGAIN PUBLICATION
ย
E_Commerce becomes far much popular in recent years. E Commerce nowadays is almost everywhere. People go through online ; meanwhile, they are more and more accustomed to buy goods via E_Commerce channel. - The E-Commerce web sites are facing lots of problems today. Customers prefer traditional way to purchase the products and not from E-Commerce web sites. If we see the history of E-Commerce, then we get that E-Commerce is the purpose of Internet and the web to conduct business Even in recession, it is thriving and has become one of the most important consumption modes. This study uses cluster analysis to identify the profiles of E_Commerce consumers. The rules between E_Commerce spokespersons and commodities from consumers are recognized by using association analysis. Depicting the marketing knowledge map of spokespersons, the best endorsement portfolio is found out to make recommendations. By the analysis of spokespersons, period, customer profiles and products, four business modes of E_Commerce are proposed for consumers: new product, knowledge, low price and luxury product; the related recommendations are also provided for the industry reference.
Role of e commerce applications in business growth by amritpal singh - jul,...FugenX
ย
E-commerce applications are a bit misleading terminology because it leads to two possible understandings: one, where e-commerce is used as a marketing medium; Retail and wholesale; Auction; E-banking; Booking, and so on.
For More information visit-https://www.researchgate.net/publication/324527022_Role_of_Social_Media_Optimization_in_Digital_Marketing_with_special_reference_to_Trupay
Indonesia Digital and Content Marketing Report in 2017digitalinasia
ย
Key findings from Indonesia as follows:
Social media is the most effective marketing channel for marketers, but B2B will prioritize Content Marketing in 2017
Marketers spend 31.5% of their budget on digital, 76% say this is an increase
Average and Median digital marketing budget of IDR 1.9 billion / year and IDR 875 million / year, respectively
Digital marketersโ key problems are around budget restraints & skills/resources gaps
55% of marketers still lack clarity about how their digital marketing drives business objectives
Customer experience & content marketing are the most exciting growth opportunities
Content marketing is generally used for engagement & awareness - but B2B measures primarily lead generation
Written articles and videos are the most effective content marketing types
B2B brands prefer more to invest in dedicated in-house content team, whilst B2C relies more in agencies
MMA with Hansa Cequity launched a โModern Marketerโs e-guide to Martech Maturityโ outlining martech maturity levels across sectors, understanding the current tools, the gaps with insights on the governance of martech stacks, and skilling best practices.
Aditya Raj ntcc Research paper - for merge.docxAditya Raj
ย
- Digital marketing is a term that means to market a product digitally. It can be social media marketing, Email marketing, Search engine optimization, Search engine marketing, Whatโs app marketing, etc. As the name of the topic is Perception of Consumers towards digital marketing it means how consumers perceive digital marketing as it depends on their mindset. It creates a negative impact on the minds of the consumer as well as it also creates a positive impact on the minds of the consumer. It is helpful for the marketer and many firms in many different ways as digital marketing helps organizations and business firms to scale their organization as well as business firms also. Components of digital marketing include Pay per click, Content marketing, Affiliate marketing, mobile marketing, marketing Search engine optimization, Search engine marketing, and google analytics also.
Key word โ Digital Marketing
Digital marketing is that type of terminology which is generally confused with the terminology online marketing. Digital marketing is the technique of publicizing goods and a company that offers products and services on an online platform. In simple words, we can able to tell that digital marketing gets distinguished from traditional marketing because it indulges the utilization of online techniques and process that permits business and organization to keep an eye on the betterment of their marketing campaign in a frequent way to know properly whether it will work or not. The 21st century has already experienced an advancement in web presence in almost every company. An Email was the most commonly used and a long time ago the existing technology permits people to handle it more easily. Customer Relationship Management systems had been utilized in an area for a few years to handle the records. Few companies had already put their banners on their websites with the same thought for preferred promotion. Companies with positive thinking generally worked for their search engine strategy and some of them are working with their affiliates. This is online marketing so online marketing members or experts have already started to come forward. Digital Marketing is the most commonly utilized and its common form is the websites of the organization or the main centre of all its online functions. To get drive capable traffic for a website and to motivate the same customer, savvy marketers indulge in a mixture of content marketing, affiliate marketing, mobile marketing, email marketing, Search Engine marketing, advertising, etc.Gangeshwerโs (2013), this research paper focuses on useful information available for online shopping and influencing conditions for e-commerce. In the 21st century with the speedy growth in the utilization of the internet, an online platform is ready to perform a very crucial task in giving a fresh chance to both huge and compact organizations. And the hence online platform is fated to evolve in generating earnings through sales or geograph
The Influence of Sales Promotion and Brand Image toward the Purchasing Decisi...YogeshIJTSRD
ย
The aim of this research is to know the influence of sales promotion and brand image to Shopee platform toward consumer purchasing decision by students in FISIP Slamet Riyadi Surakarta. The method uses survey. This research includes as quantitative explanative research. Research population is students of FISIP Slamet Riyadi Surakarta who buy products through Shopee. Technique sampling in nonprobability uses accidental sampling with 96 respondents. Technique of collecting data is questionnaire as primer data and files, documents as seconder data. Validity data test uses moment product test and reliability data test uses cronbach alpha test. Analysis technique uses multiple regressions analysis by doing classic assumption test. The result shows that, as simultanouesly, both of free variables influence purchasing decision, while, as individually, sales promotion does not give influence to purchasing decision as 0,848. Then, brand image gives significant influence to purchasing decision as 0,004. Nurnawati Hindra Hastuti | Andri Astuti Itasari "The Influence of Sales Promotion and Brand Image toward the Purchasing Decision in Shopee Platform" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5 , August 2021, URL: https://www.ijtsrd.com/papers/ijtsrd43905.pdf Paper URL: https://www.ijtsrd.com/humanities-and-the-arts/social-science/43905/the-influence-of-sales-promotion-and-brand-image-toward-the-purchasing-decision-in-shopee-platform/nurnawati-hindra-hastuti
A study of redesigning food delivery application in ThailandTELKOMNIKA JOURNAL
ย
User interface (UI) and user experience (UX) design is fundamental to the stickiness of any application. Food delivery is no exception. With the food delivery business sector on the rise during the coronavirus disease 2019 (COVID-19) pandemic, it is necessary for any newcomers in the market to at least match the must-have feature lists of the major players. However, Robinhood, despite having a niche in societal responsibility, is still a food delivery app that is found to lack some of the features that, in the past few months, due to the fierce competition within the food delivery space, moved down from a delighter to a must-have. In this paper, we show, through iterations of qualitative interviews, the proposed solutions consisting of features and future roadmap along with the general context of why each implementation was selected in each sprint. Through all these experiments, we learned not to go against the natural reading pattern of reading from left to right, the z pattern in the visual hierarchy, the usersโ familiarity with buttons placement due to loaded external factors, and how introducing too many new features may negatively impact the usability test score.
This project report is an outcome of the genuine support of many well-wishers, friends and it is because of the co-operation that I received from various ends that this report has attained the shape that it deserves. I would like to extend my sincere thanks to all of them.
Role of e commerce applications in business growth by amritpal singh - jul,...FugenX
ย
E-commerce applications are a bit misleading terminology because it leads to two possible understandings: one, where e-commerce is used as a marketing medium; Retail and wholesale; Auction; E-banking; Booking, and so on.
For More information visit-https://www.researchgate.net/publication/324527022_Role_of_Social_Media_Optimization_in_Digital_Marketing_with_special_reference_to_Trupay
Indonesia Digital and Content Marketing Report in 2017digitalinasia
ย
Key findings from Indonesia as follows:
Social media is the most effective marketing channel for marketers, but B2B will prioritize Content Marketing in 2017
Marketers spend 31.5% of their budget on digital, 76% say this is an increase
Average and Median digital marketing budget of IDR 1.9 billion / year and IDR 875 million / year, respectively
Digital marketersโ key problems are around budget restraints & skills/resources gaps
55% of marketers still lack clarity about how their digital marketing drives business objectives
Customer experience & content marketing are the most exciting growth opportunities
Content marketing is generally used for engagement & awareness - but B2B measures primarily lead generation
Written articles and videos are the most effective content marketing types
B2B brands prefer more to invest in dedicated in-house content team, whilst B2C relies more in agencies
MMA with Hansa Cequity launched a โModern Marketerโs e-guide to Martech Maturityโ outlining martech maturity levels across sectors, understanding the current tools, the gaps with insights on the governance of martech stacks, and skilling best practices.
Aditya Raj ntcc Research paper - for merge.docxAditya Raj
ย
- Digital marketing is a term that means to market a product digitally. It can be social media marketing, Email marketing, Search engine optimization, Search engine marketing, Whatโs app marketing, etc. As the name of the topic is Perception of Consumers towards digital marketing it means how consumers perceive digital marketing as it depends on their mindset. It creates a negative impact on the minds of the consumer as well as it also creates a positive impact on the minds of the consumer. It is helpful for the marketer and many firms in many different ways as digital marketing helps organizations and business firms to scale their organization as well as business firms also. Components of digital marketing include Pay per click, Content marketing, Affiliate marketing, mobile marketing, marketing Search engine optimization, Search engine marketing, and google analytics also.
Key word โ Digital Marketing
Digital marketing is that type of terminology which is generally confused with the terminology online marketing. Digital marketing is the technique of publicizing goods and a company that offers products and services on an online platform. In simple words, we can able to tell that digital marketing gets distinguished from traditional marketing because it indulges the utilization of online techniques and process that permits business and organization to keep an eye on the betterment of their marketing campaign in a frequent way to know properly whether it will work or not. The 21st century has already experienced an advancement in web presence in almost every company. An Email was the most commonly used and a long time ago the existing technology permits people to handle it more easily. Customer Relationship Management systems had been utilized in an area for a few years to handle the records. Few companies had already put their banners on their websites with the same thought for preferred promotion. Companies with positive thinking generally worked for their search engine strategy and some of them are working with their affiliates. This is online marketing so online marketing members or experts have already started to come forward. Digital Marketing is the most commonly utilized and its common form is the websites of the organization or the main centre of all its online functions. To get drive capable traffic for a website and to motivate the same customer, savvy marketers indulge in a mixture of content marketing, affiliate marketing, mobile marketing, email marketing, Search Engine marketing, advertising, etc.Gangeshwerโs (2013), this research paper focuses on useful information available for online shopping and influencing conditions for e-commerce. In the 21st century with the speedy growth in the utilization of the internet, an online platform is ready to perform a very crucial task in giving a fresh chance to both huge and compact organizations. And the hence online platform is fated to evolve in generating earnings through sales or geograph
The Influence of Sales Promotion and Brand Image toward the Purchasing Decisi...YogeshIJTSRD
ย
The aim of this research is to know the influence of sales promotion and brand image to Shopee platform toward consumer purchasing decision by students in FISIP Slamet Riyadi Surakarta. The method uses survey. This research includes as quantitative explanative research. Research population is students of FISIP Slamet Riyadi Surakarta who buy products through Shopee. Technique sampling in nonprobability uses accidental sampling with 96 respondents. Technique of collecting data is questionnaire as primer data and files, documents as seconder data. Validity data test uses moment product test and reliability data test uses cronbach alpha test. Analysis technique uses multiple regressions analysis by doing classic assumption test. The result shows that, as simultanouesly, both of free variables influence purchasing decision, while, as individually, sales promotion does not give influence to purchasing decision as 0,848. Then, brand image gives significant influence to purchasing decision as 0,004. Nurnawati Hindra Hastuti | Andri Astuti Itasari "The Influence of Sales Promotion and Brand Image toward the Purchasing Decision in Shopee Platform" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5 , August 2021, URL: https://www.ijtsrd.com/papers/ijtsrd43905.pdf Paper URL: https://www.ijtsrd.com/humanities-and-the-arts/social-science/43905/the-influence-of-sales-promotion-and-brand-image-toward-the-purchasing-decision-in-shopee-platform/nurnawati-hindra-hastuti
A study of redesigning food delivery application in ThailandTELKOMNIKA JOURNAL
ย
User interface (UI) and user experience (UX) design is fundamental to the stickiness of any application. Food delivery is no exception. With the food delivery business sector on the rise during the coronavirus disease 2019 (COVID-19) pandemic, it is necessary for any newcomers in the market to at least match the must-have feature lists of the major players. However, Robinhood, despite having a niche in societal responsibility, is still a food delivery app that is found to lack some of the features that, in the past few months, due to the fierce competition within the food delivery space, moved down from a delighter to a must-have. In this paper, we show, through iterations of qualitative interviews, the proposed solutions consisting of features and future roadmap along with the general context of why each implementation was selected in each sprint. Through all these experiments, we learned not to go against the natural reading pattern of reading from left to right, the z pattern in the visual hierarchy, the usersโ familiarity with buttons placement due to loaded external factors, and how introducing too many new features may negatively impact the usability test score.
This project report is an outcome of the genuine support of many well-wishers, friends and it is because of the co-operation that I received from various ends that this report has attained the shape that it deserves. I would like to extend my sincere thanks to all of them.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
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This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
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Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
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Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
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A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
"๐ฉ๐ฌ๐ฎ๐ผ๐ต ๐พ๐ฐ๐ป๐ฏ ๐ป๐ฑ ๐ฐ๐บ ๐ฏ๐จ๐ณ๐ญ ๐ซ๐ถ๐ต๐ฌ"
๐๐ ๐๐จ๐ฆ๐ฌ (๐๐ ๐๐จ๐ฆ๐ฆ๐ฎ๐ง๐ข๐๐๐ญ๐ข๐จ๐ง๐ฌ) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
๐๐ ๐๐จ๐ฆ๐ฌ provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
โญ ๐ ๐๐๐ญ๐ฎ๐ซ๐๐ ๐ฉ๐ซ๐จ๐ฃ๐๐๐ญ๐ฌ:
โข 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
โข SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
โขFreenBecky 1st Fan Meeting in Vietnam
โขCHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
โข WOW K-Music Festival 2023
โข Winner [CROSS] Tour in HCM
โข Super Show 9 in HCM with Super Junior
โข HCMC - Gyeongsangbuk-do Culture and Tourism Festival
โข Korean Vietnam Partnership - Fair with LG
โข Korean President visits Samsung Electronics R&D Center
โข Vietnam Food Expo with Lotte Wellfood
"๐๐ฏ๐๐ซ๐ฒ ๐๐ฏ๐๐ง๐ญ ๐ข๐ฌ ๐ ๐ฌ๐ญ๐จ๐ซ๐ฒ, ๐ ๐ฌ๐ฉ๐๐๐ข๐๐ฅ ๐ฃ๐จ๐ฎ๐ซ๐ง๐๐ฒ. ๐๐ ๐๐ฅ๐ฐ๐๐ฒ๐ฌ ๐๐๐ฅ๐ข๐๐ฏ๐ ๐ญ๐ก๐๐ญ ๐ฌ๐ก๐จ๐ซ๐ญ๐ฅ๐ฒ ๐ฒ๐จ๐ฎ ๐ฐ๐ข๐ฅ๐ฅ ๐๐ ๐ ๐ฉ๐๐ซ๐ญ ๐จ๐ ๐จ๐ฎ๐ซ ๐ฌ๐ญ๐จ๐ซ๐ข๐๐ฌ."
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
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Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.๐คฏ
We will dig deeper into:
1. How to capture video testimonials that convert from your audience ๐ฅ
2. How to leverage your testimonials to boost your sales ๐ฒ
3. How you can capture more CRM data to understand your audience better through video testimonials. ๐
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
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Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
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Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. Youโll also learn
โข Four (4) workplace discipline methods you should consider
โข The best and most practical approach to implementing workplace discipline.
โข Three (3) key tips to maintain a disciplined workplace.
Exploring Patterns of Connection with Social Dreaming
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P57130135.pdf
1. American International Journal of Business Management (AIJBM)
ISSN- 2379-106X, www.aijbm.com Volume 5, Issue 07 (July-2022), PP 130-135
*Corresponding Author: UlfahRahinda Harahap1
www.aijbm.com 130 | Page
Increasing Brand Awareness and Intention to Use Delivery
Service Application-Based : Study Case on Posaja Application
UlfahRahinda Harahap1
, PrawiraFajarindraBelgiawan2
1
(School of Business Management, Bandung Institute of Technology, Indonesia)
2
(School of Business Management, Bandung Institute of Technology, Indonesia)
ABSTRACT : The use of smartphone continuous to increase as the reach of internet is getting wider and affect
customer behavior which wants something instant and fast. Responding to this, PT Pos Indonesia one of the
SOEs engage in courier services created an application and website called Qposin on March 1st
, 2020 and got
118,644 downloaders but still did not met companyโs target which is 1M within a year. On August 17th
, 2021, it
change the name with PosAja to make it easier to get positioning on customerโs mind and improve the features,
but the annual target of downloader was only reached 25.69%. Therefore, PosAja needs to develop marketing
strategy to increase brand awareness and attract new potential users to use PosAja. This study aims to analyse
external analysis using PESTLE, Porter Fiveโs Forces, competitor analysis,and consumer analysis by distribute
questionnaires and processed by using SPSS software with Structural Equation Model to measure the
correlation between variables. While the internal analysis using RBV analysis, VRIO, Marketing Mix 7P and
STP analysis, both analysis will be used for SWOT analysis. The SWOT analysis will be formulated into TOWS
Matrix to find alternatives marketing strategies to increase brand awareness and intention to use PosAja.
KEYWORDS- Pos Aja, Marketing Strategy, Brand Awareness, Intention to Use, Application-based delivery.
I. INTRODUCTION
Today, the rapid development of technology has brought the world into the era of the industrial
revolution 4.0. Industry 4.0 is driven by the Internet of Things, Big Data, Artificial Intelligence, and the Cloud,
which is growing and continues to have a significant impact on the global economy. Indonesia has 212.35
million internet users, which continues to increase every year. It is continuous with Indonesia's commitment to
accelerate the digital industry 4.0, as stated in the "Making Indonesia 4.0" Roadmap, which is one of the
strategic steps to digital transformation. It had a significant impact in 2021, there are 345.3 million people
connected to cellular connections and an increase of 1.2% or 4 million people from the previous year. There are
202.6 million internet users and a rise of 15.5% or 27 million people from the prior year. One of the factors
supporting the increase in internet users is the covid-19 pandemic that occurred in Indonesia and throughout the
world in March 2020.
Digital transformation, business model innovation, and the COVID-19 pandemic have fundamentally
changed consumer expectations and behaviour, namely the shift in consumer shopping activities during the
pandemic to online shopping through e-commerce. The growth of e-commerce business in Indonesia is currently
experiencing very rapid growth; even consumers have made e-commerce a lifestyle. With an increase of 20%
per year, the contribution of e-commerce is expected to reach 7% โ 8% or worth the US $ 14.47 billion in 2021,
or an increase of 2.08 times. The rapid development of e-commerce provides new challenges and opportunities
for retailers. The tendency of consumers to choose to use online purchase transactions encourages the entry of
micro, small and medium enterprises to compete in the e-commerce market. Seeing this opportunity, several
courier and logistics service companies in Indonesia are digitizing in distributing their services. One of the
couriers and logistics companies in Indonesia that is currently digitizing is PT Pos Indonesia (Persero), a pioneer
of shipping services in Indonesia that has created an application called "PosAja".
PosAja provides goods delivery services or commonly called application-based couriers and logistics.
Courier and logistics service providers in Indonesia have several top-of-mind brands based on the brand index
(TBI). The first position was occupied by JNE (MyJNE) with 27.3%, followed by J&T (J&T Express) with
21.3%, Tiki (TIKI) with 10.8%, Pos Indonesia (PosAja) with 7.7%, and DHL (DHL Express Mobile) 4.1% (Top
Brand Index, 2020) [1]. In addition, the courier and logistics industry in Indonesia has also begun to carry out
digital transformation to provide application-based services for consumers. Based on this market analysis, it can
be concluded that the PosAja application has entered the red ocean market, where many competitors with
similar business models have started to carry out digital transformation by creating courier and logistics
applications.
Since its launched the annual target was only reached 25.69 % ofthe target that has been set which is
1.000.000 users within a year. It shows that the brand awareness and intention to use PosAja are still low
2. Increasing Brand Awareness and Intention to Use Delivery Service Applicationโฆ
*Corresponding Author: UlfahRahinda Harahap1
www.aijbm.com 131 | Page
compare to competitors. In order to achieve its Number of Account (downloader), the company need to develop
business and marketing strategies to increase its brand awareness and attract new potential users.
II. LITERATURE REVIEW
PosAja was launched on August 17th
,2022, its counted as low number of downloader compares to
competitors. In order to know the position of potential customers, we have to measuring the Brand Awareness
which consist of several level; unaware of brand, brand recognition, brand recall and top of mind brand. In order
to create brand awareness, we must measure consumer experience about the brand such as hearing, seeing,
thinking how strong they remember about the brand.The brand elements such as advertising, sales promotion
brand name and brand logo can affect customer experience and knowledge about the product. Brand awareness
moving from not being aware of the brand to an indeterminate feeling that the brand exists, from brand recall, to
a belief that the product is exclusively the one in its products category [2]. In this study to measure brand
awareness there are several indicator, brand logo and brand name, advertising and sales promotion provide by
PosAja.
Lack of brand awareness, the intention to use PosAja also still relative low. According to (Davis 1989)
there are several factors which will influence people to use products; Perceived Usefulness as the degree to
which an individual believes using technology would enhance his or her performance. While Perceived Ease to
Use is the degree to which an individual believes that using a particular system would be free physical and
mental effort[3]. Based on Technology Acceptance Model(TAM), Perceived usefulness and. Perceived Easy to
Use is the main factors that can influence intention to use. Furthermore, Perceiver of Security and Rewards also
can influence the intention to use. According to several literature, there are four factors that can influence
intention to use an application; perceived of usefulness, perceived easy to use, perceived of security and
rewards.[4]
This study disscuss about how to create the most suitable business strategy for company. In this case
we cannot just look at the brand awareness and intention to use factors, the STP analysis is also under
consideration because this application were just launched and still did not met companyโs number of account
target that has been set by the company. In other words, it helps company to choose their specific target market
by looking at the customer profile to clarify the understanding of the customer and create persona buyer to reach
best positioning in customerโs mind.
III. INDENTATIONS AND EQUATIONS
This study using a mixed-methods approach, the qualitative and quantitative data will be collected and analyzed
in parallel or sequential phases. Qualitative data were collected to analyze the Segmentation, Targeting and
Positioning and measuring the brand awareness. Meanwhile, quantitative data were collected to analyze the
factors that has significant correlation towards brand awareness and intention to use the application. The
quantitative carried out using Structural Equation Modelling (SEM) using SPSS. The results of both analysis
can be combine in order to find the best business strategy to increase brand awareness and intention to use.
IV. FIGURES AND TABLES
According to the survey conducted by authors, the questionnaires was distributed to 200 respondents
with unknown population. The limitation of respondents are people who domicile in Jakarta and Bandung and
have used delivery service application. The authors was distributed the questionnaires to 239 respondents. The
questionnaires using likert scale with interval of 1 to 5 (strongly disagree- strongly agree).
A. Meauring Brand Awareness
Figure 1. PosAja Brand Recognition
[VALUE]
[VALUE]
[VALUE]
[VALUE]
[VALUE]
0
20
40
60
80
1 2 3 4 5
I have seen PosAja Logo
94
73
40
20
[VALUE]
0
20
40
60
80
100
1 2 3 4 5
I have heard about PosAja
3. Increasing Brand Awareness and Intention to Use Delivery Service Applicationโฆ
*Corresponding Author: UlfahRahinda Harahap1
www.aijbm.com 132 | Page
The author asked the respondents with two statements โI have seen PosAja logo beforeโ and โI have heard about
PosAjaโ. Based on the results of Fig. 1, the result from the first statement is 51.18% of the respondents said they
are disagree and strongly disagree that they have seen PosAjabrand before. Then, the result from the second
statement is 69.7 % of the respondents said they are disagree and strongly disagree that they have hard PosAja
brand before. This indicates that most of the respondents are they do not know about PosAja. Based on this
surveyed, PosAja has low brand recognition. Thus, most of respondent unaware of the application existence.
Figure 2. Easy to Access of PosAja Advertisement.
The author asked the respondents with the statement โI often see PosAja advertisementโ. Based on the Fig.
2, 59.83% of respondents disagreed and 18.82% of respondents said netral with the statements. It shows that
respondents rarely see the advertisements of PosAja and marketing strategy that already done by PosAja did not
reach the potential customer yet.
B. Result of Potential Customers
Figure 3. Potential Customers of PosAja
Based on interview with internal group of PosAja, they want to attract new potential customer who has
already used delivery service application in order to align the marketing strategy that will be carried out in the
future. Referring to the segmentation of PosAja, the targeting of PosAja resulted the same where PosAja as a
brand from PT Pos Indonesia is the oldest logistics company in Indonesia. The existence of Pos Indonesia
already spreaded in all areas in Indonesia whether first cities, second cities, or even rural areas. However,
knowing that there is limitation on utilities in Indonesia such as internet and signal availability in Indonesia.
Thus, the density of PosAja targeting is on first cities (greater Jakarta) and second cities (Surabaya,
Semarang, Yogyakarta, Bandung, Medan, etc) in Indonesia. The behaviour on this targeting is focused on
people who lives in First and second cities which are more adaptable with technology development, have a fast-
paced environment and using smartphone to support their daily activities and PosAja will be focused on
individual user for goods delivery purposes.
The significant interest to use application-based delivery service is for people with 12 โ 42 years old
which refers to generation Y and generation Z. This targeting also supported by theAsianparent Indonesia, all
psychologists agree that the age at which children have their own cellphone is 12 years or 14 years. Giving
81
62
45 33
18
0
50
100
1 2 3 4 5
I often seen PosAja Advertising
4. Increasing Brand Awareness and Intention to Use Delivery Service Applicationโฆ
*Corresponding Author: UlfahRahinda Harahap1
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cellphones to children under the age of 12 years will have a bad impact on children physically and
psychologically [5]. The occupations of customers target such as entrepreneur, students, and employee. For
example, student can use PosAja when they want to buy online book in Gramedia. Employee can use PosAja to
send physic document to other party. Lastly, number of entrepreneurs is increased in Indonesia. Many of the
entrepreneur (SMEs) are still using conventional channel without integration on e-commerce. These types of
entrepreneurs need to handle for the delivery products. On this case, it can be a juicy market for PosAja to
targeted.
Positioning for PosAja application is align with the tagline โfly higherโ which it can cover all the
market in Indonesia become a commitment that they deliver to the users, provide COD with disbursement 1 x 24
hours, can have cooperation with the same O-ranger and for a documents delivery service, the privacy is
guaranteed for employee or student which it become a commitment from PosAja to the users.
C. Results of Quantitative Data Analysis of Brand awareness
Tabel 1. Coefficients Test Result of Brand Awareness
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig. Collinearity
Statistics
B Std. Error Beta Tolerance VIF
1 (Constant) -0.306 2.434 -0.126 0.900
BL_Total 0.641 0.132 0.600 4.843 0.000 0.198 5.054
BN_Total -0.283 0.152 -0.238 -1.864 0.064 0.186 5.383
ADS_Total 0.423 0.134 0.288 3.155 0.002 0.364 2.748
SP_Total -0.210 0.121 -0.139 -1.728 0.085 0.468 2.138
The authors using a 95% confidence level (1- ฮฑ) and 5% level of significance ฮฑ, Brand Logo (BL) with
significance value of 0.000 & advertisement (ADS) with 0.002 have a significance value of below 5% which
indicates that the coefficients is significant relative to their standard error. The acceptable value of VIF is
smaller than 10 in order to be non-multicollinearity.
Figure 4. Homoscedasticity or non-heteroscedasticity of Brand Awareness
The values are scattered on all positive and negative quantile of horizontal and vertical combination. Thus, we
can conclude that the current model fulfils the homoscedasticity assumption.
Figure 5. Linearity of Brand Awareness
The plot forms the straight diagonal line, and the plotterd data also closely follows the diagonal and so
the data caterized into linear.
Table 2. Anovaof Brand Awareness
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1 Regression 2475.702 4 618.926 23.917 .000b
Residual 6055.444 234 25.878
Total 8531.146 238
5. Increasing Brand Awareness and Intention to Use Delivery Service Applicationโฆ
*Corresponding Author: UlfahRahinda Harahap1
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Using 5% level significance or ฮฑ and 95% confidence level or (1- ฮฑ), we can see that regression
significance is below 5%, the regression model shows significant relationship towards brand awareness and the
current model in considered sufficient.
Table 3. Rsquare of Brand Awareness
Model Summaryb
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .539a
0.290 0.278 5.08704
The regression resulted in a coefficient of correlation or R square value of 0.29 and adjusted R square
value if 0.28. This shows that although the model has significant correlation towards the dependent variable, it
shows poor capability to predict the value of the dependent variable.Based on the quantitative calculation, the
most important factor contributing to brand awareness is Brand Logo and Advertisement as the t test results on
both variable shows significance below 0.05. In the other hand, Brand Names and Sales Promotion show
insignificant correlation towards brand awareness as the t test results on both variable shows significance above
0.05.
D. Results of Quantitative Data Analysis of Intention to Use
Table 4. Coefficients Test Result of Intention to Use
Coefficientsa
Model Unstandardized
Coefficients
Standardize
d
Coefficients
t Sig. Collinearity
Statistics
B Std. Error Beta Tolerance VIF
1 (Constant
)
0.354 0.715 0.495 0.621
PU_Total 0.022 0.042 0.034 0.522 0.603 0.310 3.223
PEU_Tot
al
0.468 0.054 0.546 8.707 0.000 0.333 3.001
PS_Total 0.221 0.078 0.162 2.843 0.005 0.403 2.480
RW_Tota
l
0.248 0.065 0.189 3.811 0.000 0.531 1.884
The authors using a 95% confidence level (1- ฮฑ) and 5% level of significance ฮฑ. Perceived of usefulness
doesnโt show significant relationship towards the dependent variable as its significance is above 5%. This
conclude that based on the model, perceived ease of use (PEU), perceived security (PS) , and rewards (RW)
shows a good capability to predict intention to use (IU) while perceived of use (PU) shows a poor capability to
predict intention to use (IU).The acceptable value of VIF is smaller than 10 in order to be non-multicollinearity
Figure 6. Homoscedasticity or non-heteroscedasticity of Intention to Use
The values are scattered on all positive and negative quantile of horizontal and vertical combination. Thus, we
can conclude that the current model fulfils the homoscedasticity assumption.
Figure 7. Linearity of Intention to Use
6. Increasing Brand Awareness and Intention to Use Delivery Service Applicationโฆ
*Corresponding Author: UlfahRahinda Harahap1
www.aijbm.com 135 | Page
The plot forms the straight diagonal line, and the plotterd data also closely follows the diagonal and so the data
caterized into linear.
Table 5. Anova of Intention to use
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1 Regression 2475.702 4 618.926 23.917 .000b
Residual 6055.444 234 25.878
Total 8531.146 238
Using 5% level significance or ฮฑ and 95% confidence level or (1- ฮฑ), we can see that regression significance is
below 5%., the regression model shows significant relationship towards Intention to Use and the current model
in considered sufficient.
Table 6. Rsquare of Intention to Use
Model Summaryb
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .832a
0.693 0.688 1.42951
The regression resulted in a coefficient of correlation or R square value of 0.693 and adjusted R square
value if 0.688. This shows that the model has significant correlation towards the dependent variable, it shows
Moderate capability to predict the value of the dependent variable.Based on the quantitative calculation, most
important factor contributing to intention to use is perceived ease of use (PEU), rewards (RW), and perceived
security (PS) as the t test results on the three variable shows significance below 0.05. In the other hand,
perceived of use (PU) show insignificant correlation towards intention to use as the t test results on both variable
shows significance above 0.05.
V. CONCLUSION
PosAja needs to develop its business and marketing strategy. To increase brand awareness, PosAja
must be concerned about its brand logo and advertising. Perceived easy to use, perceived security and
rewardsare the main factors that significant corelation towards intention to use PosAja applications. In order to
attract new potential customer based on STP analysis, PosAja can create a digital marketing omnichannel
advertising which align with the target market, work with expertice of IT consultant to boost performance, and
have a partnership with SMEs in Indonesia which will be supported by the government. discount or cashback
program for payment in merchants or its payment channels to develop its sales promotion. It will help PosAja to
increase brand awareness and intention to use from the new potential customers.
ACKNOWLEDGEMENTS
This paper is an essemce of the thesis entitled โIncrease Brand Awareness and Intention to Use
Delivery Service Application-Based : Study case on PosAja application, School of Business and Management,
Bandung Institute of Technology Indonesia.โ
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[2] Aaker .(1991). Managing Brand Equity: Capitalizing on the value of a brand name. New York. The
Free Press.
[3] Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use and User Acceptance of
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[4] Aydin &Burnaz. (2016). Adoption Of Mobile Payment Systems: A Study On Mobile Wallets.Journal
of business economic and finance. JBEF(2016), Vol.5
[5] Pillar 2. (2015).School Disaster Management. Planning And Foreign Cooperation Bureau
Secretariat-General Of The Ministry Of Education And Culture Jakarta.
*Corresponding Author: UlfahRahinda1
1
(School of Business Management, Bandung Institute of Technology, Indonesia)