STRATEGY TO INCREASE FIXED BROADBAND INTERNET SUBSCRIBER THROUGH CONSUMER BEHAVIORAL ANALYSIS AS THE BASIS FOR IMPLEMENTATION CUSTOMER EXPERIENCE MANAGEMENT AT PT.TELKOM

• Main Author: BAIN , FREDDY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18523
• Institution: Institut Teknologi Bandung

After telepony service experiencing a saturated market conditions, Indonesia telecommunication service providers are now competing in the Internet access market needs. The revenue performance of Broadband “Speedy” PT.Telkom faces serious challenges, considering the consumer segment has a variety of broadband Internet services and providers in the market place through a wireless mobile that also offers mobility, although the penetration rate of broadband subscribers in Indonesia is still quite low compared with other countries. The study of customer behavioral intention is to find what factors are needed to encourage interest in the cable broadband, based on the voice of the customer of cable broadband, mobile internet services or dialup internet user. Through market surveys assessed variables regarding how the service excellence, purpose of use, lifestyle, environmental influences, and the influence of knowledge and self eficacy surfing, as well as aspects of pricing, as well as see the interest in adoption of broadband cable Internet service. Also assessed the potential for new services such as cable-based broadband services Home Monitoring and Groovia TV (Pay TV). The research was conducted in Bandung and its surroundings, by looking at how aspects of the customer experience on Fixed Broadband Internet access, so that it can provide recommendations for improvement to develop branded Speedy Experience. Trough market research, data tested by validity and reliability and can be used in descriptive analysis, which states that cable broadband customer loyalty is less strong, and quality of service internet Cable perceived by Broadband Cable Broadband users or Non adopters are not superior compared than quality of Mobile Broadband Wireless service. The descriptive analysis using the Pearson correlation test on the Internet interest in Broadband Cable, Anova test to measure levels of behavioral differences between groups of respondents and factorial analysis to determine the factors that are important for the group of respondents in assessing the cable broadband Internet. Such information forms an understanding of what the market wants and needs in order to obtain the proposed business solutions within the framework of customer experience so that business and marketing strategy of broadband services can be more consistent and operate across the functional unit, which is required within a large organization at PT.TELKOM.