PROPOSED MARKETING STRATEGY TO INCREASE THE USE OF DIGITAL CHANNEL TO SUBSCRIBE INDIHOME INTERNET SERVICES CASE OF TELKOM REGIONAL 3

• Main Author: Akhyar, Imamul
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53333
• Institution: Institut Teknologi Bandung

In 2020, Pandemic of COVID-19 shocked the world and has been affecting many aspects of life, from economy to lifestyle. People begin to change their habit and adapt to the “new normal” by shifting their routine outside activities into at home internet-based activities, such as online shopping and online learning. This situation becomes the opportunity for internet-based business, including Indihome, an internet service provider in Indonesia, to acquire more customers from digital sales channels. This research is intended to examine factors that influence the usage of digital channels to subscribe Indihome internet services in Telkom Regional 3, West Java province and to propose digital channel strategy to increase the subscription of Indihome internet service through digital channel. This study used mix method of qualitative and quantitative research from 204 internet users to analyze internal and external environments of Telkom Regional 3. First, to analyze internal environment, the author conducted company resource and capability, VRIN analysis, Segmenting Targeting, Positioning analysis and marketing mix 7P. Second, general environment analysis, industry analysis and competitor analysis were conducted to assess external environment. And third, the author conducted quantitative survey to gain insight from consumer on factors that can increase the intention to use digital channels to subscribe Indihome internet services using a modified technology acceptance model (TAM) approach. The result showed that perceived ease of use and perceived usefulness significantly and positively influence consumers attitude toward the use of digital channel to subscribe internet service. While level of income significantly influences perceived usefulness of digital channel, the author also found that consumers’ perceived access barrier such as confidentiality of personal data and capability does not have significant effect on consumer attitude toward the use of digital channel. The author formulated 15 alternatives solution based on TOWS matrix approach to convert into digital channel strategy to increase digital channel usage of consumer to subscribe Indihome internet services.