PROPOSED MARKETING STRATEGY TO INCREASE SALES FOR INDONESIA WIFI (WIFI.ID) AS AN INTERNET BROADBAND WIRELESS AT PT. TELEKOMUNIKASI INDONESIA IN BANDUNG

• Main Author: Yoga Nugroho, Argan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/21208
• Institution: Institut Teknologi Bandung

The use of mobile telecommunications today is changing, data usage is the mainstay of <br /> <br /> <br /> <br /> cellular operators, and revenue from conversations or text messages begins to decrease. <br /> <br /> <br /> <br /> Telkom offers Wifi.id as a new product to serve the needs of customer data access, with <br /> <br /> <br /> <br /> Wireless Fidelity (Wi-Fi) technology that has advantages in data transfer speed. Data <br /> <br /> <br /> <br /> access over Wi-Fi is different from mobile data, requiring multiple hotspots and Wi-Fi <br /> <br /> <br /> <br /> Corner. There is a need for a program to increase knowledge about Wifi.id products by <br /> <br /> <br /> <br /> consumers in internet access through marketing proposal of Wifi.id. <br /> <br /> <br /> <br /> The purpose of scientific writing is to present a marketing strategy proposal to increase <br /> <br /> <br /> <br /> sales of Wifi.id in Bandung. Determination of marketing strategy based on SWOT analysis, <br /> <br /> <br /> <br /> after reviewing Wifi.id business environment either internally or externally. <br /> <br /> <br /> <br /> Telkom's wireless internet business in Wifi.id, externally, promises profit in the midst of <br /> <br /> <br /> <br /> ongoing mobile telecommunication competition. Wifi.id has a very superior infrastructure, <br /> <br /> <br /> <br /> as a basis for developing a marketing strategy to reach a wider customer, compared to <br /> <br /> <br /> <br /> competitors, which shows significant gaps. The product offered by Wifi.id mainly has the <br /> <br /> <br /> <br /> advantage in physical proof, with many access point or hotspot and Wi-Fi corner, so Wifi.id <br /> <br /> <br /> <br /> service is more accessible compared to its competitors. <br /> <br /> <br /> <br /> Supported by both consumer and internal analysis, then proposals for the proposed <br /> <br /> <br /> <br /> marketing strategy are a combination of price with product lines, and appropriate <br /> <br /> <br /> <br /> promotional or advertising strategies. Price based on customer analysis, for access needs <br /> <br /> <br /> <br /> in the short term, at a cheaper price. Company relationships with consumers are further <br /> <br /> <br /> <br /> enhanced through more interactive internet and social media applications. <br /> <br /> <br /> <br /> Keywords: brand awareness, events marketing, internet, SWOT analysis, wi-fi