PROPOSED DIGITAL MARKETING STRATEGY FOR INCREASING ADD-ON SALES AND MAINTAINING CUSTOMER RETENTION OF INDIHOME AT WEST SUMATRA REGION DURING COVID-19 PANDEMIC

• Main Author: Budi Satria, Apriyandi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53570
• Institution: Institut Teknologi Bandung

The pandemic of COVID-19 in 2020 has affected the behavior patterns of people including in customer behavior and sales. At the same time to prevent the spread of the virus, every company must develop a marketing strategy that is suitable for dealing with the situation. PT Telekomunikasi Indonesia Tbk (Telkom Indonesia) is a state-owned company engaged in information and communication technology (ICT) services and telecommunications networks in Indonesia. The main of the product of Telkom Indonesia is IndiHome. IndiHome is fixed broadband internet service provider with three main features namely landline telephone, internet, and Internet Protocol Television (IPTV). Also, to meet customer needs, IndiHome sells add-on features and products in its services. According to company internal data, at West Sumatra in 2020, there is an increasing trend of IndiHome customer churn and the target set for the sales of add-on products from IndiHome services was not achieved. To overcome with the problems faced by Telkom Indonesia, this research used both qualitative and quantitative method. The qualitative method is through observation and interview during the process of business immersion. For the quantitative method is through the questionnaire with 100 respondents. This research analyzes the business issues of the company by using PESTEL Analysis, Service Marketing Mix, SWOT Analysis, SPIN Selling, and Customer-based Brand Equity Framework. According to the analysis, the root cause of the problems is the capability of company in handling costumer’s complaints and selling activity limitation during COVID-19 pandemic. The proposed business solution to the problem is to implement RACE planning digital marketing strategy in order to increase IndiHome add-on sales and maintain customer retention.