PROPOSED MARKETING STRATEGIES FOR INCREASING INDIHOME PROMOTER

• Main Author: Olivia Anatri Putri, Pauline
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45663
• Institution: Institut Teknologi Bandung

Telecommunication as one of the promised industry in the world, has opportunity to develop in Indonesia. Fixed broadband penetration in Indonesia is still low compare to another AEAN country. The pentration of fixed broadband in Indonesia is increasing to 15% in 2021. PT. Telkom Indonesia as the first state own telecommunication company in Indonesia have their office in every city in Indonesia to make sure their operational is running well. In 2015, PT Telkom Indonesia launch Indihome (Indonesia Digital Home) with three main product : telephone, high speed internet and UseeTV. Bandung as one of the biggest city in Indonesia, become the biggest subscriber and revenue for telecommunication area (witel) in Indonesia. Bandung also become a reliable city for Telkom Regional 3 West Java performance. However in early 2019, NPS research result that done by internal Telkom, show that NPS in Bandung is low compare to another city in their class. Researcher aim to analyze factors that affected to customer satisfaction and marketing strategy to increase Indihome promoter. Researcher used questionnaire to get customer opnion that already subscribe Indihome for one month. Researcher do internal analysis, external analysis and customer analysis. From the result of questionnaire and analysis, researcher recommend several strategy for company. Marketing strategies that proposed are market penetration, infrastructure penetration, BUMN collaborate, quality enhancement for product and service, training for all frontliner, social media campaign and advertising, special treatment for area with competitor, bundling product with mobile data, develop relation with local community, regulation always cutomer oriented and sosialization to customer if there is any changed policy. Company expected to do this strategies in eight months.