This thesis elaborates on the consumer behavior of SMEs in Indonesia when
choosing accounting software, particularly Xyz Accounting. This study elaborated
on the Xyz Accounting consumer behaviors in order to formulate appropriate
marketing strategies in line with SME consumer preferences. The research was
initiated by describing the market of accounting software and its rapid growth, and
also the need and importance of studying consumer behavior. This research also
discussed the company background of PT Xyz International, the leading provider
of accounting software within Indonesia.
It examines the research on marketing tactics, decision-making process
models, and theories of consumer behavior. When choosing accounting software,
emphasis is focused on the need of taking efficiency, cooperation, reporting, and
compliance into consideration. The methodology section describes the qualitative
research strategy, including the population definition, sampling strategies, and data
analysis techniques.The methodology section identifies the approach of the
research, which is qualitative in nature, with a defined population, sampling tools,
and how data was analyzed. The findings section gives the results of the research,
insights from both the manager's and user's perspectives.
The conclusions and recommendations summarize the key findings and the
recommended strategies to enhance the market share for Xyz Accounting. It has
contributed both to the academic and industry knowledge bases regarding
actionable intelligence in serving customer needs better, and hence refining the
product offerings in the accounting software industry.