Lokalate Internship Kampus Merdeka

Analisis efektivitas Purchase Intention via NHD melalui

Brand Engagement pada berbagai Komunitas Tropicana Slim
di Bandar Lampung.

Raisa Adelia Purwanti

Mentor : Andy Gunardi dan Vio Dian
Area : Lampung
Tropicana Slim (TS) done lots of Event through Health Communities, Instansi, and Other Channel. Nevertheless, we still unsure which
Community is more effective to Enhance the Purchase Intention TS Products via Nutrimart Home Delivery (NHD). Which brings to the
need for Brand Engagement Activation through Communities.
POTENTIAL: WHY COMMUNITIES? QUALITATIVE DATA | PRELIMINARY RESEARCH
(Health Concern Development)l)

Beat Diabetes Minister of Health

NHD Lampung by Brand Analysis Community in Lampung
Brand Profile in STP shows; Urban | Male Female | 25+ | Upper 1 & Upper 2 | Preliminary Research: Preliminary Research:
Brand Awareness of TS Product in Health Concern Development is pretty significant TS contribute 14% buyer via From 12 Instansi, Medical, and Other
because most of Brand Activation TS Product done via Event with Communities. NHD Channel & 10 Health Community
POTENTIAL: WHY COMMUNITIES?
(Other Channel)
Cases hence to Preliminary Research
TS lack of contribution via NHD (second place) in Lampung Area.
Previous projects shows that Instansi put more contribution in TS products selling,
which leads to unclear situation in which Community is more effective in Purchasing TS
via NHD in Lampung Area.
INSIGHT
Activating Project through Communities; Other Channel and Health Concern
Field of Employment in Lampung Field of Marital Status in Lampung
Development with the help from reseller/ agent ambassador to Enhance TS Selling
(Classics
and Diabtx) Selling.
Hence to Preliminary Research (BPS DATA):
Majority of Lampung citizen work as Buruh/Karyawan/Pegawai - Potential Target
After all Project is activated - Synergize all data result to analyze and find answers to
with; Dinas (kantor/ asosiasi istri), Swasta (kantor/ asosiasi istri), Kampus (dosen/
question
asosiasi istri) - Categorize in Other Channel
“In which community is more effective in Selling TS Products”
Majority of Lampung Marital Status as Marriage - Potential Target with; Komunitas
Lingkungan (arisan/ pengajian) - Categorize in Other Channel
Communities (Health Concern Development and Other Channel) are potentially
qualified in fulfilling Activation Purchase Intention via NHD.
TAP - IN EVENT as a problem solver to Activate Brand Engagement via Collaborative Event or Big Event. Hence to it has indication to see
Potential Community in Enhancing the Purchase Intention TS Products via Nutrimart Home Delivery (NHD).

FRAMEWORK Tropicana Slim (TS) done lots of Event RESOLUTION

through Health Communities, Instansi, and
Yang and He (2011) customer spending choices would be Other Channel. How to Enhance the Purchase of TS and Hilo Active
affected by user interaction. Consumer engagement Product in Community via NHD using Brand
consider consumers' psychological experiences with help it COMPLICATION IN FIELD Engagement and Expand the Awareness through
better to understand the factors that stimulus consumer Project in Bandar Lampung Area?
engagement in offline and online purchasing intention. Covid 19 affect us to Isolate ourselves
from Outside World; WFH/ SFH.
FIGURE (Online Activities/ Event)

SURVEY PRODUCTS
CONSUMER BRAND ENGAGEMENT

ENTERTAINMENT
Most of Community members as Target
Market are Boomers II or Gen X leads to
PURCHASE INTENTION

INTERACTION Technology Illiterate. Survey through forms to find out community

(Without Treatment/ Activation)
eWOM
Only a few of Community member aware
with various kind of TS Products.
TRENDINESS (Without Treatment/ Activation)
awareness in TS Products. In which product and in
which community will fit each other. Which TS
Products should we focus more depends in which
Community’s need.
Leads to Data - Mapping Products.

TAP - IN EVENT in BIG/ COLLABORATION EVENT

TS lack of contribution via NHD in
SITUATION IMPLEMENTATION Lampung Area. Positioned in second place.
(unaware NHD) TAP (Technology Application Panel) an event that are
located at the bottom which take place within Event
BRAND ENGAGEMENT PURCHASE INTENTION
terminology. By adding TAP-IN Event in TS Project
Unclear situation in which Community is Terminology will enhance the Purchase Intention of
more effective in Purchasing TS via NHD in TS Product via NHD using Brand Engagement.
Activating Brand Engagement through TAP - IN Event Lampung Area.
hopefully will lead to Enhance Purchase Intention via NHD (unclear effective community)
 TAP - IN EVENT
(brand engagement activation)

BMI GGL Gamification

Body Check (myths or facts) H0 : Brand Engagement Activation through TAP - IN Event doesn't
effect to increase value selling of of TS Products via NHD

PARAMETER
H1 : Brand Engagement Activation through TAP - IN Event effect to
(cost ratio and conversion rate) increase value selling of TS Products via NHD

ORDER TS via NHD

QUANTITATIVE ANALYSIS
Study Comparative in which Community is more effective through
Cost Ratio cost–benefit analysis, attempts to summarize the overall
TAP - IN Event to Activate in Brand Engagement
value for money of a TAP - IN event which have been activated.

Conversion Rate analysis which community is more effective in

engagement to sell TS Products which have been activated with
TAP - IN Event. TIMELINE

PLOTTING PROJECT
COMMUNITY IMPLEMENTATION
MAY JULY
CRITERIA SAMPLE APRIL JUNE
PLOTTING RESEARCH ANALYSIS &
Health Concern Development Community at Bandar Lampung Area STRATEGY EVALUATION
Other Channel Community at Bandar Lampung Area
 Total

367+
participants Reached

Activated 12+
4
sub category
community

community
from 7 community

PARTNER ACTIVATED
based on category
From 12 channel which have been activated, all
lead to 4 category community namely:
Senam Studio
Senam Residential
Senam Persadia
Pengajian
 Senam Studio
Health Awareness
Health Awareness Community
Community
Kategori Health Awareness Community dalam Senam Studio merupakan komunitas yang sudah cukup aktif dalam berbagai kegiatan yang diadakan oleh Tropicana Slim.
Dikarenakan kategori tersebut sesuai dengan target brand. Kategori ini asumsinya akan lebih mudah untuk sampai ke tahap akhir dari Customer Journey karena sudah
melalui tahap Brand Engagement dibanding dengan kategori lain dan dirasa memiliki tujuan yang sama dengan brand (Healthy Lifestyle).

sosialisasi event kepada coach/ TAP IN dengan games myths or facts tentang
penganggung jawab fitness centre GGL sebelum/ sesudah active excercise pengecekan body mass index penawaran produk langsung

Easy to reach. Top Selling by Value Top Selling by Quantity

Fit in to TS target market.
1. Sweetener Products 41% 1. Cookies Products 27%
Aware of TS variations products - based on survey.
2. Cookies Products 25% 2. Sweetener Products 27%
3. Drink Sachet 17% 3. Drink Sachet 27%%
Tight schedule in between the class shift.

PARTICIPANTS 71 Peserta

BUYER 6 Pembeli T H
L ESS
A
SALES Rp 408,100,-
HE AREN
CONVERSION 8,5% AW
DROPSIZE Rp 68,016,-
 Senam Residential
Health Awareness
Health Awareness Community
Community
Kategori Health Awareness Community dalam Senam Residential merupakan komunitas yang sebelumnya belum pernah diajak dalam kegiatan Tropicana Slim. Dan Senam
Residential juga masuk/ sesuai dengan target brand. Kategori ini asumsinya akan lebih mudah untuk sampai ke tahap akhir dari Customer Journey karena dirasa memiliki
tujuan yang sama dengan brand (Healthy Lifestyle).

sosialisasi event kepada coach/ TAP IN dengan games myths or facts tentang
penanggung jawab komunitas senam GGL sebelum/ sesudah active excercise pengecekan body mass index penawaran produk langsung

New channel
Fit in to TS target market. Top Selling by Value Top Selling by Quantity
Aware of TS variations products - based on survey. 1. Sweetener Products 41% 1. Cookies Products 21%
2. Cookies Products 25% 2. Milk Products 18%
3. Drink Sachet 17% 3. Sweetener Products 17%
Senam Residential participants are not a member unlike Senam
Studio/ some may held the activity once a month

PARTICIPANTS 111 Peserta

BUYER 10
T H
L ESS
A
SALES Rp 549,700,-
HE AREN
CONVERSION 9% AW
DROPSIZE Rp. 54.970,-
 Senam Persadia
Health Awareness
Health Awareness Community
Community
Kategori Health Awareness Community dalam Senam Persadia merupakan komunitas yang sudah cukup aktif dalam berbagai kegiatan yang diadakan oleh Tropicana Slim.
Dikarenakan kategori tersebut sesuai dengan target brand. Kategori ini asumsinya akan lebih mudah untuk sampai ke tahap akhir dari Customer Journey karena sudah
melalui tahap Brand Engagement dibanding dengan kategori lain dan dirasa memiliki tujuan yang sama dengan brand (Healthy Lifestyle dan Health Concern
Development).

sosialisasi event kepada PIC komunitas menemui PIC komunitas untuk

menunggu konfirmasi dan follow up menunggu konfirmasi dan follow up
dan pemberian surat pengantar penentuan tanggal pelaksanaan

TAP IN dengan games myths or facts tentang

GGL sebelum/ sesudah active excercise pengecekan body mass index penawaran produk langsung

Easy to reach.
Fit in to TS target market - Health Concern
Participants willing to give some of their time in a long queue for BMI check. Top Selling by Value Top Selling by Quantity
Booth selling very effective. 1. Milk Products 37% 1. Madu 30%
2. Madu 30% 2. Milk Products 26%
Lack awareness of other TS products (only know sweetener). 3. Sweetener Products 16% 3. Sweetener Products 17%

PARTICIPANTS 110 peserta

BUYER 17 T H
L ESS
A
SALES Rp. 1,684,700,-
HE AREN
CONVERSION 15,5% AW
DROPSIZE Rp. 99,100,-
 Pengajian
Other Channel
Other Channel Community
Community
Kategori Other Channel Community dalam Pengajian merupakan komunitas yang belum pernah di penetrasi dalam kegiatan yang diadakan oleh Tropicana Slim.
Berdasarkan usia, peserta sesuai dengan target brand sehingga asumsinya komunitas pengajian memiliki tujuan yang sama dengan brand yaitu Health Concern dikarenakan
usia yang sudah lanjut.

pengecekan body mass index

sosialisasi event kepada PIC/ Ketua TAP IN dengan games myths or facts tentang
menunggu konfirmasi dan follow up
komunitas pengajian GGL sebelum/ sesudah pengajian
penawaran produk langsung

New channel
Most of participants know TS Classic and Diabtx products.
Top Selling by Value Top Selling by Quantity
1. Sweetener Products 38% 1. Kecap 25%
Activation is not effective, need more effort than the other channel 2. Madu 20% 2. Cookies Products 25%
Booth selling not effective 3. Cookies Products 20% 3. Sweetener Products 25%
Lack of potential in selling TS products for the next project.

PARTICIPANTS 75 peserta

BUYER 8
E R
T H EL
SALES Rp. 324,600,-
O H ANN
CONVERSION 10,5% C
DROPSIZE Rp. 40.100,-
 Persadia

Total Value (2.967.100)

Conversion Rate: Dropsize/ Konsumen

Senam Studio (8,5%), Contribution Value:
Senam Studio (26%),
Senam Residential (9%), Senam Studio (14%),
Senam Residential (21%),
Senam Persadia (15,5%), Senam Residential (19%),
Senam Persadia (38%),
Pengajian (10,5%). Senam Persadia (57%),
Pengajian (15%).
Pengajian (11%).
 C/R
ENGAGEMENT DEAL COST OMZET
RATIO

short rundown of event

Goodie Bags 19 Rp. 665.000,- Rp. 2.967.100 22,4% Senam Studio (tight schedule between classes)
middle class
activate at a big event
Senam Residential
various class
long rundown event
TAP - IN EVENT
Senam Persadia (BMI check, Gula Darah, Health Concept)
(brand engagement activation) various class
Pengajian not potential
BMI GGL Gamification
Body Check (myths or facts)
Through overview engagement and selling effective channel to be re-
PARAMETER activated is Senam Persadia, Participants willing to give some of their time in
(cost ratio & channel contribution) a long queue for BMI check and booth selling is very effective.

ORDER TS via NHD

H1 : Brand Engagement Activation through
TAP - IN Event effect to increase value selling
of TS Products via NHD
All in all, channel Senam Persadia have big potential to be re-activated, it can
be seen by overview engagement and selling. But most of the participants
are lack of awareness with TS various product. One of the reason is because
of Senam Persadia participants are still in a first stage of customer journey -
based on survey. So in hope, if we activate the project at Senam Persadia
routinely customer journey will be at the final stage which is retention and
advocate.
TAP IN EVENT ROUTINE
(senam persadia)
The skillful, careful and conscientious
development of databases is of key
importance for effectiveness of marking
actions as well as efficiency of the target
segment process. Joana Lodsiana. (2013).
EVENT COLABORATION
(senam persadia)
Relationship Marketing is a strategy to
attract, grow and maintain relationships
with customers. Berry, L.L. (1982).
ACTIVATION TAP IN TO ALL SENAM PERSADIA
in Bandar Lampung
Customer segmentation enables marketers to
adopt a more systematic approach when planning
ahead for the future. This leads to better
exploitation of marketing resources, resulting in
the development of a more finely-tuned marketing
programmed. Mark Anthony Camilleri (2017)
EVENT PROJECT CATEGORY COMMUNITY
(event variations)
Consumer’s behavior intention to purchase new
products is influenced by the seller's reputation and
the consumer’s confidence level. Zeithaml (1988)
stated that a person’s intention to carry out an
activity is a dimension of their future behavior.
Beck and Kenning (2015)
 Beat Diabetes Hampers Lebaran

Selain Parcell produk seasonal yang

dijajahkan oleh TS yaitu Hampers,
yang dimana asumsinya meningkatkan
pembelian melalui NHD.

Beat Diabetes kembali hadir dan

membawa sedikit perbedaan dengan Keseruan Lainnya
mengangkat gamification berupa
Quiziz yang asumsinya akan
meningkatkan brand engagement.

Parcell Seasonal

Khusus Area Lampung, salah satu

produk yang dihasilkan dalam kerjasama
bersama Chandra Superstore yaitu
Parcell Lebaran yang dipasarkan pada
menjelang Hari Raya Idul Fitri.
How Consumer Brand Engagement Effect on Purchase Intention The Role of Social Media Elements
MUHAMMAD BILAL*, ZENG JIANQU and JUNLAN MING School of economics and management, Beijing university of posts and Telecommunications, Beijing, China.

Data in Lampung through BPS

https://www.bps.go.id/

The Commitment-Trust Theory of Relationship Marketing

Robert M. Morgan - University of Alabama

Significance of Database Marketing in The Process of Target Segments Identification and Service
Joanna Łodziana-Grabowska Academy of Business in Dąbrowa Górnicza.

Market Segmentation, Targeting and Positioning

Mark Anthony Camilleri, University of Malta.

Significance of Database Marketing in The Process of Target Segments Identification and Service
Joanna Łodziana-Grabowska Academy of Business in Dąbrowa Górnicza.

Determining linkages between consumer choices in a social context and the consumer’s values
Journal of Consumer Behaviour Vol. 2, 1, 54–70 #Henry Stewart Publications
Thank You