Memanfaatkan Penggunaan Media Digital Untuk Meningkatkan Awareness Friendship Card Summarecon Mal Serpong

In 2017, retail growth in Indonesia has declined. This is caused by two factors, the first one is the changing trend of Indonesian public spending which is not profitable for the retail sector in Indonesia and the second one is the tendency of Indonesians to save more, so there is no large expenditure. The decline in retail growth was also experienced by Summarecon Mal Serpong (SMS) located in Sentra Gading Serpong area. SMS has a problem where daily visitors of SMS has declining starting in 2017. The authors identifies the root cause of this problem is the lack of consumer loyalty to SMS, where consumers did not making return visits. The lack of this loyalty is obtained from the data of growth number of active users of the loyalty card from the SMS, which is Friendship Card that has decreased every month. It was concluded that consumer knowledge of the existence of Friendship Card program was still minimal. Based on the results of the questionnaire, the author provides an alternative solution, namely Instagram Marketing. Instagram Marketing is run by increasing the frequency of uploads that contain information and benefits gained if consumers become active users of Friendship Card. The authors targets that consumers know and interested in becoming an active user of Friendship Card. At this stage, implementation cannot be said to be successful or not because it is still in progress before making an evaluation of the success of the solution. If the implementation of the solution is successful, the authors recommend SMS to create a special application that contains various promos and events that are taking place in SMS so that consumers can still be informed of all things related to SMS. If the implementation of the solution fails, the authors suggest holding an event that includes information about what and the use of Friendship Cards and special discounts during the event.