Communitization Management in Kulina to Increase Customer After Rebranding

Abstract

The background of this research comprises 1. Social media that gives customers the opportunity to interact with brands can be used to build long-term relationships. 2. consummers want to connect with other consumers not with companies 3. culinary sub-sector records a 41% contribution to the creative economy's gross domestic product 4. Playing in the same niche, Kulina is founded in 2015 as a culinary information broker 5. In September 2017 Kulina re-brands with a focus on selling one-day service, by contributing 60% of new customers to equal Berrykitchen's daily order number of 3,000 orders per day in January 2018. The statement of the problem in this research relies on how does Kulina manage 60% of new customers to increase sales after rebranding? This research is qualitatively designed. with descriptive analysis methods. The research data which is used is descriptive research data, where the researcher collects data through field study techniques (interviews, observation, and document collection). The result reveals, peer to peer relationship is developed into a sharing community by empowering customers through collaboration with customers that is happened organically and non-organically.