OPTIMIZING LEAD CONVERSION RATE THROUGH CONSUMER BEHAVIOUR PRINCIPLES ANALYSIS: A CASE STUDY IN THE LANGUAGE SERVICES PROVIDER

Authors

Dicky Priyana Institut Teknologi Bandung

DOI:

Keywords:

Ekonomi Perilaku, Kerangka Kerja AARRR, Pengkondisian Operan, Teori Percobaan, Konversi Prospek, CRM, Optimasi Penjualan, Mediamaz

Abstract

konversi klien sering terhambat oleh upaya pemasaran dan penjualan yang kurang efektif. Mediamaz juga menghadapi tantangan ini. Selama tahun 2024, Mediamaz memiliki tingkat konversi rata-rata yang sangat rendah, yaitu 23%. Hal ini disebabkan oleh koordinasi pemasaran dan penjualan yang buruk, serta prosedur tindak lanjut yang kurang memadai. Penyebab lain adalah ketidakhadiran sistem CRM. Untuk meningkatkan konversi prospek, studi ini menggunakan analisis perilaku konsumen dan paradigma AARRR. Para peneliti menggunakan skala Likert untuk mengukur persepsi pelanggan dan memanfaatkan teknik axial dan tematik NVivo untuk mengkategorikan data survei kualitatif dan informasi calon klien. Untuk menentukan variabel yang memperkuat dan menghambat pembelian, para peneliti menggunakan Kondisi Operan dan Teori Mencoba. Hasil menunjukkan bahwa tahap Aktivasi (MOFU) mengalami penurunan paling signifikan, terutama akibat kurangnya sinyal penguatan perilaku, seperti tindak lanjut atau janji hasil. Secara internal, beban manual yang berat dan kurangnya sistem insentif mengurangi kinerja penjualan. Untuk meningkatkan kinerja konversi dan efisiensi penjualan, penelitian menyarankan penggunaan sistem CRM berbasis perilaku dan model penilaian prospek berbasis perilaku.

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