EMPLOYEE EMPOWERMENT AS INFLUENCER OF TELKOMFLEXI

• Main Author: PANDU PARLAUNGAN HUTAGAOL (NIM : 29106303); Pembimbing: Dr. Mustika Sufiati Purwanegara, PAULUS
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19128
• Institution: Institut Teknologi Bandung

TelkomGroup is the biggest telecommunication company in Indonesia that control more than 50% market share the telecommunications. One of the businesses that were determined as second curve Telkom is Fixed Wireless Access (FWA) business with product named as TelkomFlexi. The other telecommunication operators who were playing in the FWA business are Bakrie Telecom (Esia), Indosat (Starone) and Mobile-8 (Hepi). Nationally, TelkomFlexi control market share of FWA customer, as the biggest. However this could not be made measured the success in the competition because only TelkomFlexi that had national permission since the beginning was launched the service of FWA. The FWA competition that was real could be seen in the Jakarta area and West Java where to the four operators together began spread out the service of FWA. In two areas, TelkomFlexi far compared to Esia.This Esia success was supported by good marketing communication. Good marketing communication could be developed from the intensive advertisement and the other non advertisement factor. From the side of the advertisement expenses, TelkomFlexi had the limitations in view of the fact that the Telkom product portfolio was very heterogeneous that respectively needed the promotion fund. So as business issue and the problem root that will be solved were how used non advertisement of the marketing communication efficiently to pursue the Esia position in West Java and Jakarta. The strategy of non advertisement of the marketing communication, that was believed in had the effect of three times was bigger compared to the advertisement paid, was with the positively Word Of Mouth (WOM) strategy. WOM positive was aimed to affect the customer (potential) in the decision of their purchase behaviour. The person who spread WOM positive was mentioned with influencer.The Telkom product portfolio that was varied needed big human resources also. The number of Telkom employees was the biggest compared to the other telecommunications operator. Telkom employee was the Telkom strength in the context of WOM. Telkom employee could be empowered as TelkomFlexi influencer. However before empowering the employee as influencer, a research must be done to see whether having the potential for this matter. Product knowledge, satisfaction, loyalty, the social connection, the habit of experience sharing and the willingness to recommended TelkomFlexi was attributes that formed the potential for the employee as influencer. The research was carried out by taking the sample of all the employees of the field of the business research of TelkomRDC. The research method that was used was with the qualitative method Ethnography. The research results showed that all the attributes above were positive so as the Telkom employee had the potential to become influencer TelkomFlexi. After knowing the existence of the potential influencer the Telkom employees then arranged several alternative business solutions. Program to build employee capability as Opinion Leader and the development program of the community in the environment of the employee's residence was chosen as the solution to the business where empowerment of the employee as influencer TelkomFlexi will be optimal results.