PROPOSED MARKETING STRATEGIES OF STREAMING VIDEO SERVICES MAXSTREAM APPLICATION TO INCREASE MONTHLY ACTIVE USERS THROUGH CUSTOMER ACQUISITION AND CUSTOMER RETENTION IN PANDEMIC

• Main Author: Fernando, Byan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53088
• Institution: Institut Teknologi Bandung

In today’s digital era, technological developments are very fast to assist humans in carrying out all activities. In fact, internet users in Indonesia reach 64.8% and become the 5 iv th country with the most internet consuming activities. The most devices to access internet are using smartphone. Internet users usually watch videos, listen to music and playing games that can be accessed using smartphone. The growth of internet users every year creates opportunities for telecommunication companies in Indonesia to provide digital services for community. MAXstream as a video streaming service is having a hard time reaching their target of acquiring and retaining customers. MAXstreams monthly active users from App Annie in 2019 were still fluctuating, with around 2 million customers. However, during the pandemic in April 2020, MAXstream monthly active users increased rapidly and reaching 7.3 million customers. This research aims to identify current situation of MAXstream. First, analyze the internal and external conditions of Telkomsel Company. Second, analyzing the current situation of MAXstream towards target customers using Five A’s Model and Customer Journey Mapping to analyze customers interaction that already using MAXstream services. The survey was conducted on MAXstream customers and video streaming enthusiast through a purposive sampling technique. The questionnaire was distributed to 400 random respondents using social media and messenger applications. The analysis result show that the correlation of customer retention is smaller than customer acquisition. The marketing strategy that provided is using customer acquisition strategies to keep increasing customers in order to achieve MAXstream target and customer retention strategies to keep customers using MAXstream services after the pandemic was happen.