Page 173 - MARSIUM'21 COMP OF PAPER

Quality (product) • Good quality
Key factors of Customer Satisfaction • Elegant
• Modern
• Fashionable
Advertising (Promotion) • Always update Instagram
• Pop up advertising
Price • Reasonable price
• Variety payment option
Offline or Online (Place) • Staff friendly
• Fast respond
• Sufficient information

■ 5.0 INTERVENTION OR MARKETING STRATEGIES

The intervention was implemented in JannahNoe which is the job scope of Sales and Marketing department. In
addition, staff was requested to reach potential customers through the channels where customer would spend their time with
reading, searching, shopping, and socializing online. Besides, the task of staff also responsible for making sales, growing the
business, and remaining the regular customers via previously mentioned channels.
The methods and techniques used for online marketing and sales include email and social media such as Facebook,
Instagram, and WhatsApp Business. Moreover, update the sales promotion through social media every day is the effective
way to be engage with followers. This can be shows that the promotion is the key factor for enhancing the brand awareness
and customer satisfaction. Additionally, staff JannahNoe had to promote the products using direct selling through WhatsApp
broadcast and spread all the information about the products.

■ 6.0 DISCUSSION

Table 5: Percentage of key marketing mix strategies effect towards brand awareness

Major theme Theme Dialog Percentage
Brand awareness Product quality “Once I’m wearing the 6/6 x 100 = 100%
clothes I feel very
comfortable because the All participants agreed that
quality of fabric makes me product quality is the key
pleasant to wear it” factor to enhance brand
awareness
Promotion “I know! The color of 4/6 x 100 = 66.7%
JannahNoe’s logo is Two participants felt that
turquoise”
promotion is not a key
factor to enhance brand
awareness
Place “ I had buy through walk Offline & online:
in to JannahNoe’s
warehouse because they 3/6 x 100 = 50%
have a warehouse sale on Half of the participants
that time.” used offline and online
platform as place to
purchase the product and
all of them provided
positive feedback
Price “other brands are 4/6 x 100 = 66.7%
cheaper even though the
quality is same” 2 of the participants were
not satisfied with the price.
This shows that price is the
key factor of brand
awareness.

151