PERANCANGAN PERBAIKAN STRATEGI KOMUNIKASI PEMASARAN GAME CITAMPI STORIES MENGGUNAKAN METODE BENCHMARKING DAN ANALYTIC HIERARCHY PROCESS (AHP)

Citampi Stories is a mobile game genre role player game (RPG) created and published by Ikaan Studio game publisher from Indonesia in 2019. The number of downloads of Citampi Stories has not been able to match its competitors even though it can be downloaded for free due to the low awareness of RPG genre gamers. To increase brand awareness, Citampi Stories has implemented four marketing communication mixes and in practice it has not been carried out optimally. This study aims to formulate and recommend a communication program that is in accordance with Citampi Stories to increase brand awareness using benchmarking and analytic hierarchy process (AHP) methods. Results Based on AHP processing, it can be known that the selected partner benchmark is Stardew Valley with a total priority vector value of 0.50. Benchmark results with Stardew Valley recommend that Citampi Stories need to improve marketing communications such as increasing the number of downloads, using price off packs, expanding festival coverage, building websites with good speed, adding partner press releases, building Twitter, increasing social mentions and facebook followers, improve application ratings and rankings, and use e-mail marketing.