Muna, Nalal and Fatmasari, Fajria and Murti, Aji Kresno (2017) Exploring Design Needs of Wifi-Marketing as Promotional Strategy for Mall Industry. Advances in Economics, Business and Management Research (AEBMR), volume 41 4th Bandung Creative Movement International Conference on Creative Industries 2017 (BCM 2017, 41. pp. 32-38. ISSN 2352-5428

Text (FAJRIA FATMASARI_Marketing as Promotional Strategy for Mall Industry) 5865-11358-1-SM.pdf - Published Version Download (1MB)

Abstract

Jakarta is one of mall paradise in Indonesia. The emergent of middle class economy has shifted consumer
behavior in visiting Mall. Nowadays, people visit mall for various reasons such as hangout with friends, meeting with client,
window shopping and many more. Moreover, Wifi Marketing is new trend in marketing innovation. It is one of competitive
advantage in attracting more visitors. However, More visitors don’t guarantee the increase sales of tenants in Mall.
Promotions are needed to help tenants in reaching out mall visitors through wifi-marketing. The purpose of this research is
to explore the design needs of Wifi-marketing as cutting edge technology to maximize promotional strategy for Mall
business. This is qualitative research in which data is collected through observation and in-depth interview with 8 informants (3 tenants and 5 visitors of shopping mall). The findings showed positive technological readiness towards
wifi-marketing which can be interpreted from their optimism, innovativeness, discomfort and insecurity. Optimism and
innovativeness become the drivers of wifi-marketing since it showed users’ likelihood to adopt wifi for promotional purpose. However, discomfort and insecurity become the constraints for wifi-marketing in terms of privacy issue. Using design ethnography, the design of wifi-marketing welcome page should meet with visitors’s needs such as information about
mall directory, promotions and special offerings, new tenants information, restaurant recommendation, and customer service support.

Item Type:	Article
Uncontrolled Keywords:	Keywords wifi, marketing, promotions, mall, design, ethnography
Subjects:	Sales Perilaku Konsumen
Divisions:	Publikasi Ilmiah > Seminar Nasional
Depositing User:	fajria fatmasari
Date Deposited:	30 Apr 2023 08:54
Last Modified:	30 Apr 2023 08:54
URI:	https://repository.poltekapp.ac.id/id/eprint/3412

Actions (login required)

View Item