Pengembangan Strategi Pemasaran untuk Meningkatkan Pengunjung Millennials pada Trade Expo Indonesia Menggunakan Soft System Methodology

The entrance of millennials to the market successfully drives companies to set a new target on the field. Although, one of the factors that could attract millennials to buy a product or service is the uniqueness or usually called as differentiation. In order to fulfill their needs and wants, data research becomes a core to reach the target. PT Debindomulti Adhiswasti is a leading MICE-focused company in Indonesia who currently aiming to reach millennials market to Trade Expo Indonesia as the new target. As a pioneer with zero competitors, what needs to be done by the company is to conduct a research towards millennials interest and aspiration in order to create a suitable program and marketing platform for the market. Therefore, we did an observation in the company for three months, while gaining the information about internal issues and the next goal for Trade Expo Indonesia, which focuses on increasing millennials visitors. We are using soft system methodology as the research and analysis tool. After about six months of research, analysis, and focus group discussion, we develop and offer an improvement recommendation in the form of a system to increase millennials market with certain criteria through marketing research, which will be applied for future work.