EFFORTS TO OVERCOME FEAR OF TECHNOLOGY FOR IMPROVING THE SPEEDY PROSPECT NUMBER OF NEW CUSTOMERS IN FAMILY SEGMENT

• Main Author: WINANDRI (NIM : 29108072); Pembimbing: Reza Ashari Nasution, Ph.D, TIAS
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17406
• Institution: Institut Teknologi Bandung

The increasing number of users and costumers of internet in Indonesia also securing the market potential for internet service provider in Indonesia. One of the <br /> <br /> <br /> potential market segment for speedy comes from residential segment (household) because from 447.757 PSTN customers in Bandung only 58.733 that already subscribed to Speedy. According to the FGD result which the writer has done, there are two main reasons why people has not yet subscribe to internet service, which is the fear of inability to use internet (technology fear) from parents perspective and the fear of internet impact to their children. This research objective is to propose marketing strategy for overcoming technology fear from parents which in turn will increase the number of Speedy customers. This strategy proposal based upon primary data in form of questionnaire which is given to 100 parents and also using secondary data in form of Speedy internal research. Questionnaire data collection is done by using purposive sampling method technique, which the respondents have children between 10-19 years old. The questionnaires are distributed to discover the effect of perceived ease of use and perceived of usefulness to respondent's decision for using Speedy. From the questionnaires it is discovered that the main reason that cause respondent haven't decided to subscribe to internet or Speedy is because the lack of information for parents (respondent) concerning internet. Based on the questionnaire result and FGD that has been done, the writer propose a new strategy to be implemented to the now existing family package, where it <br /> <br /> <br /> is equipped with variety of features to ease the user which is not too familiar with the usage of internet with promotional price ranged Rp 100,000/month that is valid for the 6th first month. To communicate this product, the writer proposes that Speedy should promote in form of advertisement in printed media, tutorial CD, and Speedy Corner. This strategy proposal is scheduled to be implemented in 1 year duration with initial cost estimation approximately Rp 706 million and market segment increase approximately 45.205 new speedy customers. <br />