DEVELOP STRATEGY TO MINIMIZE CUSTOMER CHURN OF INDIHOME PT TELKOM INDONESIA

• Main Author: Aulia Triyafebrianda, Handi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/64023
• Institution: Institut Teknologi Bandung

Rapid growth of internet users in Indonesia and the Covid-19 pandemic situation has prompted the emergence of new Internet Service Providers in line with the increasing demand for internet access. Several new internet service providers are emerged leading to a more competitive environment. This competition forces companies to maintain their growth and minimize churn rates. One of the internet service providers facing customer churn is PT Telkom Indonesia for Indihome products. Churn refers to the tendency of clients to stop or switch services on certain days which leads to company losses. The behavior of switching or terminating this subscription is influenced by many factors that lead to customer churn. The focus of this final project is to examine factors related to customer churn and then provide recommendations to PT Telkom to resolve and anticipate churn problems. By using the method SEM-PLS to 102 respondents, it was concluded that customer churn was significantly influenced by complaint management and multi-brand attitude. While the tendency to have multiple brands moderates the price which is ultimately related to customer churn. External analysis using PEST, competitor analysis, and Telkom's 7P internal analysis shows strong and competitive conditions owned by Indihome products. So, the recommendations that can be applied by Telkom are applying chatbots for complaint management, creating new loyalty programs, and maintaining service quality by installing the fiberoptic in uninstalled areas.