Proposed Marketing Strategy on Brand Loyalty Study Case: Kitabisa

Abstract

Crowdfunding platforms in Indonesia which are categorized as donation-based crowdfunding have
begun to have more attention as platforms aim for making positive impact. In this research, the study case
will be KitaBisa as donation-based crowdfunding from Indonesia with its business issue of having people
generate a habit of donating as a part of allocating the potential annual donation coming from each
individual. The business issue has to be conquered by creating the strategy for KitaBisa to achieve gradual
increase in term of performance. To achieve the aim, the focus of strategy for KitaBisa is loyalty of its
donators. The implementation of the strategy is the combination of researcher’s SWOT analysis and
respondents result of questionnaire that are analyzed as TOWS Matrix. Findings in this research generates
four main strategies that relate much on emotional engagement that keeps close and involve existing
donators through some special events or having the strategy surround the donators daily activities.