PROPOSED MARKETING STRATEGY FOR INCREASING CUSTOMER GROWTH OF INDIHOME CUSTOMERS THROUGH CUSTOMER SATISFACTION

• Main Author: Syafitri, Widya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46533
• Institution: Institut Teknologi Bandung

Telkom is still continuing its dominance in the fixed broadband market even though service penetration in Indonesia is still relatively low, which is around 12%, while the number of middle-class households continues to grow, so the potential demand for fixed broadband services is still very large. According to the company's annual report, IndiHome customers increased to 5.1 million in 2018, indicating high potential in this line of business. Telkom has the opportunity to continue to grow and take the fixed broadbrand market in Indonesia. However with these various benefits, based on the data obtained, customer satisfaction is still an issue in the community, both for those who have subscribed to IndiHome or those who have not / will subscribe. Starting from the quality of IndiHome services that are sometimes bad but not accompanied by clear information and fast handling, then the number of bills is sometimes not appropriate, the after sales process is still not optimal to service to customers when the installation process is less friendly. There are an issue and data that exist within Telkom, regarding customer retention or reducing the number of existing customers that always occur every month. This can occur due to various factors, either because of the things mentioned above or indeed because there are other things such as, prices that are not in accordance with market conditions, customer behavior or other things. This final assignment aims to reveal the service quality, customer satisfaction and customer loyalty of IndiHome and then formulate the strategy to increase them. Having utilized External and Internal Analysis to prove that Attractive activities (service quality) has great impact customer’s perception and customer satisfaction has greater impact on customer’s loyalty and service quality. The questionnaire and interview methods are then applied in this research to gather data as the input new marketing mix strategy new TOWS Strategy based on analyzing SWOT and 7Ps inside and outside IndiHome.