這項研究調查Shopivch 的客戶行為因 COVID-19 大流行在印度尼西亞的影響而發 生的變化。此外，研究數字營銷策略和品牌延伸策略可以有效應對病毒造成的混亂 局面。 本研究採用定量方法，採訪了公司所有者和 4 名員工。 通過調查公司影響其 業務的內部和外部因素收集數據，然後使用 SWOT 分析為公司找到最佳戰略。 基 於訪談，結果顯示威脅得分大於機會得分，公司的實力得分大於劣勢得分。 根據笛 卡爾圖，最好的策略是強調多元化策略的實力-威脅策略。 在這個位置上，意味著公 司受到了很多外部環境的威脅，但內部實力卻相當可觀。 第一個策略是在經濟形勢 不穩定的情況下保持具有競爭力價格的優質產品。 有吸引力的折扣還可以吸引新的 潛在客戶並保持客戶的忠誠度。 最後，根據客戶的需求使用品牌延伸策略。

This research purpose is to investigate the change in Shopivch’s customer behavior due to the impact of the COVID-19 pandemic in Indonesia. Also, investigating the digital marketing strategy and the brand extension strategy could be effective in facing the chaotic situation caused by the virus. The approach of this study uses a quantitative approach, with interviews with the owner of the company and 4 of the employees. Data is collected by investigating the company’s internal and external factors that influence their business and then using SWOT analysis to find the best possible strategy for the company. The findings of the interviews indicate that the threat score is more than the opportunity score, and that the company's strength score is greater than its vulnerability score. According to the cartesian diagram, the best possible strategy is the strength-threats strategy that emphasizes the diversification strategy. At this position, indicates the company suffered a lot of threats from the external environment but had quite significant internal strength. Due to unpredictable economic conditions, the first strategy is to maintain the high-quality product with an affordable price. An attractive discount also can attract new prospective customers and sustain the loyalty of the customer. Last, use the brand extension strategy based on the customer's needs.

Table of Contents
Validation Letter i
Acknowlegement ii
摘要 iii
Abstract iv
Table of Contents v
1. INTRODUCTION 1
1.1. Research Background 1
1.2. Research Motivation 2
1.3. Research Purpose 3
1.4. Research Outline 4
2. LITERATURE REVIEW 5
2.1. Customer Behavior 5
2.1.1 Indonesian Customer Behavior During Pandemic 5
2.2. Brand Extension Strategy 7
2.3. Digital Marketing Strategy on Instagram 8
2.4. TikTok Live Streaming Shopping 11
2.5. SWOT Analysis for Shopivch Strategies 12
2.6. Theoretical Framework 16
2.7. Conclusion of Literature 17
3.RESEARCH METHODOLOGY 18
3.1. Research Concept 18
3.2. Data Collection 19
3.3. Data Analysis 20
4. ANALYSIS AND FINDINGS 21
4.1. Company Profile 21
4.2. The Changing of Shopivch’s Customer Behavior 23
4.3. SWOT Analysis Shopivch 23
4.3.1. Internal Factors 24
4.3.2. External Factors 27
4.3.3. SWOT Matrix 29
4.3.4. IFAS-EFAS Matrix 31
5. Conclusion, Recommendations, and Implications 36
5.1. Conclusion 36
5.2. Recommendation 37
5.3. Limitation 37
References 39
APPENDIXES 44

References
Aaker, David A. and Kevin Lane Keller (1989), "Consumer Evaluations of Brand
Extensions,"Journal of Marketing, 54 (January), 27-41.
Court, David c.,Leiter, Mark G. And Loch, Mark A. (1999), "Brandleverage", The McKinsey
Quarterly, 2, pp.101.11
Creswell, J., (2010). Research Design: Qualitative and Quantitative Method.
Yogyakarta: PT Pustaka Pelajar.
Donthu, N. & Gustafsson, A. (2020). Effects of COVID-19 on business and research. Journal
ofBusiness Research. 117, 284-289. DOI:https://doi.org/10.1016/j.jbusres.2020.06.008
Douglas, Susan & Yoram Wind. 1987. The myth of globalization. Columnbia Journal of
WorldBusiness, Winter: 19-29.
Echchakoui, S. (2016). Relationship between sales force reputation and customer behavior:
Role of experiential value added by sales force. Journal of Retailing and Consumer
Services,28, 54-66. https://doi.org/10.1016/j.jretconser.2015.07.014
Guritno,S. and Rahardja,U. Theory and Application of IT Research: Metodologi Penelitian
Teknologi Informasi. Penerbit Andi, 2011.
Keller, K. L. (2008). Strategic brand management. Building, measuring, and managing brand
equity. Upper Saddle River, NJ: Pearson Prentice Hall
Keller, K.L. and Sood, S. (2003), “Brand equity dilution”, Sloan Management Review, Vol.
45No. 1,pp. 12-15.
Kotler, Phillip., & Kevin Lane, Keller. (2009). Marketing Management.
Lin, A. J., Li, E. Y. & Lee, S. Y. (2018). Dysfunctional customer behavior in cross-border
e-commerce: A justice-affect-behavior model. Journal of Electronic Commerce Research,
19(1), 36-54.
L. Meria, Q. Aini, N. P. L. Santoso, U. Raharja, and S. Millah, “Management of Access
Controlfor Decentralized Online Educations using Blockchain Technology,” in 2021
SixthInternational Conference on Informatics and Computing (ICIC), 2021, pp. 1–6.
Marchand, Roland (1994), "Suspended in Time: Mom-and-Pop Groceries, Chain Stores, and
National Advertising during the World War II Interlude," in Produce and Conserve,
Share and Play Square: The Grocer and the Consumer on the Home-Front Battlefield
during World War II, Barbara McLean Ward, ed., Portsmouth, NH: Strawbery Banke
Museum, pp. 117-139.
Mathras, D., Cohen, A. B., Mandel, N & Mick, D. G. (2016). The effects of religion on
consumer behavior: A conceptual framework and research agenda. Journal of
ConsumerPsychology, 26(2), 298-311. https://doi.org/10.1111/jpim.12172
Mckenna, Brad, Michael D. Myers, Michael Newman (2017). Social media in qualitative
research: Challenges and recommendations. Information and Organization, Volume
27,Issue 2, Pages 87-99. http://doi.org/10.1016/j.infoandorg.2017.03.001
Moleong, Lexy J. 2000. Qualitative research methodology. 112-113.
Moon, H., Park, J. & Kim, S. (2015). The importance of an innovative product design on
customer behavior: development and validation of a scale. Journal of Product
Innovation Management, 32(2), 224-232. https://doi.org/10.1111/jpim.12172
Rangkuti,F., (2009). Creative Promotion Strategy and Study Case Analysis.
Jakarta: PT. Gramedia Pustaka Utama
Ritz, W., Wolf, M., & McQuitty, S. (2019). Digital marketing adoption and success for small
businesses: The application of the do-it-yourself and technology acceptance models.
Journal of Research in Interactive Marketing
Schutt, R. K. (2012). Investigating the Social World. The Process
and Practice of Research. 7th edition. Thousand Oaks, CA: SAGE Publications
Seltene, M. and Brunel, O. (2007), “Brand extension from a consumption perspective: the
moderation of the heterogeneity of the belonging category of the extension”,
Academy of Marketing Conference, Egham, Surrey, 3-6 July 2007.
Sugiyono. (2009). Qualitative and Quantitative Research Method, Bandung: Alfabeta
Swaminathan, V., Fox, R.J. and Reddy, S.K. (2001), “The impact of brand extension introduction on
choice”, Journal of Marketing, Vol. 65, October, pp. 1-15.
Valaskova, K., Kramarova, K., & Bartosova, V. (2015). Multi criteria models used in Slovak
consumer market for business decision making. Procedia Economics and Finance, 26,
174–182. https://doi.org/10.1016/s2212–5671(15)00913–2
Wongkitrungrueng, A. and Assarut, N. (2020). The Role of Live Streaming in Building
Consumer Trust and Engagement With Social Commerce Sellers. Journal of Business
Research, 117(August), pp. 543–556. DOI: 10.1016/j.jbusres.2018.08.032
Xu, L., Yan, X. and Zhang, Z. (2019). Research on The Causes of the “Tik Tok” App
Becoming Popular and The Existing Problems. Journal of Advanced Management
Science, 7(2), pp.59–63. DOI: 10.18178/joams.7.2.59-63.
Yin,R. K. (1994). Case study research: Design and methods (2nd ed.). Thousand Oaks: Sage
Publications.
Zhang, Y., and Wildemuth, B. M. (2009). Qualitative analysis of content. In B. Wildemuth
(Ed.),Applications of Social Research Methods to Questions in Information and
Library Science (pp.308-319). Westport, CT: Libraries Unlimited.

Websites
Battisby, Alison. (2021, November 11). An In-Depth Look at Marketing on TikTok
https://digitalmarketinginstitute.com/blog/an-in-depth-look-at-marketing-on-tiktok
Cindy Mutiara Annur. (2020). Pengguna Tiktok Naik 20% Selama Pandemi, Terbanyak
Konten Edukasi
https://katadata.co.id/ekarina/digital/5ec2245aa8bc7/pengguna-tiktok-naik-20-selama-pandemi-terbanyak-konten-edukasi
Dizik, Alina. 2015 How the Great Recession Changed US Shopping Habits
https://www.chicagobooth.edu/review/how-the-great-recession-changed-us-shopping-habits
Hamdani, Trio. Detik Finance. (2020, May). Produced Masker Melonjak 200% di Tongan
Pandemic Corona
https://finance.detik.com/industri/d-5003092/produsen-masker-melonjak-200-di-tengah-pandemi-corona
Hindustan Times. (2020, June 2). Covid-19: Sell, stow or dump? Retailers conflicted over
how to get rid of mountain of unsold stock
https://www.hindustantimes.com/fashion-and-trends/covid-19-sell-stow-or-dump-retailers-conflicted-over-how-to-get-rid-of-mountain-of-unsold-stock/story-9PfqxJDoXZYyMwZJezWNKP.html
Katadata Insight Center. (2020). Digitalisasi UMKM di Tengah Pandemi Covid-19
https://katadata.co.id/umkm
Katadata Insight Center. (2020). Penurunan Penjualan Sektor UMKM Akibat Covid-19
https://databoks.katadata.co.id/datapublish/2020/06/10/penurunan-penjualan-umkm-imbas-pandemi-covid-19
Kemp, Simon. (2021, February 11 ). Digital 2021: Indonesia
https://datareportal.com/reports/digital-2021-indonesia
Kemp, Simon. (2022, February 15 ). Digital 2022: Indonesia
https://datareportal.com/reports/digital-2022-indonesia
Kucey, Ryan. (2021, November 11). An In-Depth Look at Marketing on TikTok
http://talkinginfluence.com/2018/12/03/how-smes-can-do-influence-marketing-with-little-to-no-budget/
Liliyah, Arie. (2017, October 11). Dua UKM Lokal Ini Tumbuh Bersama Instagram
https://swa.co.id/swa/trends/marketing/dua-ukm-lokal-ini-tumbuh-bersama-instagramManson, Iqbal. (2023, January 9) TikTok Revenue and Usage Statistic
https://www.businessofapps.com/data/tik-tok-statistics/#:~:text=Source%3A%20TikTok%20Report-,TikTok%20users,by%20the%20end%20of%202022.
Mcvicker, Daniela. (2019). The Complete Guide on Instagram’s New Marketplace
https://www.socialpilot.co/blog/instagram-marketplace
Newsroom. (2020, December 9). Virgil Abloh and Off-White™ Collaborate with Cleveland
Clinic and Suay on New, Philanthropic Face Masks
https://newsroom.clevelandclinic.org/2020/12/09/virgil-abloh-and-off-white-collaborate-with-cleveland-clinic-and-suay-on-new-philanthropic-face-masks/
Uli. (29 Dec 2021). Konsumen Belanja Online RI Melonjak 88 Persen pada 2021
https://www.cnnindonesia.com/ekonomi/20211229141536-92-740093/konsumen-belanja-online-ri-melonjak-88-persen-pada-2021