Pemilihan Strategi dan Sarana Promosi Berdasarkan Perilaku Konsumen untuk Peningkatan Penjualan Online yang Dirintis Orang Muda Katolik Di Yogyakarta

Abstract

Young Catholics in Yogyakarta have dared to step up to start an online business, but they are still not able to identify target consumers as the basis for selecting target market and appropriate promotional strategies. This community service program aims to provide insight into the selection of promotional strategies and tools that are in accordance with the behavior of target consumers, so they can increase their online sales. The methods applied include providing motivation, learning, consultation and guidance, evaluation and improvement, as well as sharing experinces in the form of webinars with practitioners and academics. This activity succeeded in building awareness and broadening participants' knowledge about the importance of identifying target market behavior. The fact shows that the participation of practitioners affects the enthusiasm for registration, because participants need examples and inspiration at the practical level, in addition to concepts and theories. This activity is very useful for increasing participants' awareness and literacy about the behavior of target consumers in the selection of promotional strategies. This activity enriches e- Commerce and Information Technology-based Entrepreneurship teaching materials courses at the Information Systems Study Program, as well as Digital Marketing and Consumer Behavior courses at the Duta Wacana Christian University Management Study Program in particular and at various universities in general.