Customer Analysis Using Business Buying Behavior Framework to Develop a B2B Marketing Strategy for User Experience (UX) Studio, Uxgala

Digitalization in Indonesia is rapidly increasing due to the level of active internet users, putting Indonesia as one of the most potential digital markets in the world. This phenomenon also raises the demand and opportunity for User Experience (UX) studios, such as Uxgala, to be involved in digitalization by providing the start-up a UX development service for the digital product. Unfortunately, Uxgala as a newcomer to the UX development business still has a low reputation and weak competitive advantage. Meanwhile, many competitors and substitutes are also crowding the market. This situation is then intensified by market conditions that have not fully realized the importance of user experience. In this research, the marketing strategy development was based on the customer analysis through direct interview and indirect observation method, using business buying behavior framework. The study shows that different markets have different needs for UX development services and dissimilar behavior in the purchasing decision that Uxgala can use to strengthen its market targeting and brand positioning. Moreover, developing the 7P’s marketing mix that suits the targeted market and also strongly performs the brand positioning.