PERANCANGAN STRATEGI PEMASARAN BERDASARKAN PERILAKU KONSUMEN DARING PADA MULTI TOYS N GAME SURABAYA

Abstract

Multi Toys N Game is a store whose main business is selling action figures both offline and online. In order to win the competition, it needs a marketing strategies that should be based on the factors that can influence the customers. Using the online survey method combined with in-depth interview for data collection, the research revealed that characteristic of the buyer are male (86%), aged 19-24 (67%), student (60%), and with monthly expense of less than 3 million rupiah (71%). Most of the buyers are member of hobby community from where they are easily influenced in buying new action figures. 56% of the buyers actively using internet and social media on daily basis. The most popular product lines are nendoroid (51%), followed by gundam (48%). By using STPD and 8P method at lest there are three areas improvment: price positioning should use “more for the same”, product range availability should be improved by introducing new product line, and provide more payment process options by engaging with more major banks such as Mandiri, BNI, and BRI. Keywords: action figures, marketing strategies, consumer behaviour, online store