PROPOSED DIGITAL MARKETING STRATEGY FOR FIXED BROADBAND INTERNET SERVICE PROVIDERS COMPANY USING THE CUSTOMER JOURNEY APPROACH: A STUDY ON INDIHOME

• Main Author: Chitta Mahayanti, Nyoman
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65092
• Institution: Institut Teknologi Bandung

Since the Covid-19 pandemic, the human need for internet use has grown to the point that it can be considered a primary need that cannot be separated from the support of many needs and sectors of life. As a result, all fixed broadband industry players, including IndiHome, must meet the needs of the best connectivity products and services to increase customer retention and attract potential consumers by providing the best consumer experience through a customer journey approach to support people's massive activities using digital technology. The value of the engagement rate, which increased significantly in 2021 compared to the previous year, represents the highest level of public awareness about the IndiHome brand's existence. This value result, on the other hand, is inversely proportional to the IndiHome brand's sentiment, which fluctuated every month in 2021 and, on average, rarely reached the point where brand sentiment became an illustration of the context behind the interaction. This occurs as a result of customer complaints and reviews regarding IndiHome products and services on various communication platforms that specifically reference IndiHome, potentially provoking other IndiHome customers. This research builds the external and internal analysis of the fixed broadband industry business environment by reviewing business strategies utilizing Porter's 5 Forces, STP, and the 7P's Marketing Mix. Meanwhile, this research utilised the 5 A's Customer Journey Path, Net Promoter Score, and Integrated Digital Media Channel Preferences to get a snapshot of the current conditions and expectations of IndiHome customers through strategy exploration in order to understand the critical issues faced to increase customer retention and attract potential consumers. Using business environment analysis guidelines as well as strategic exploration, this study proposes the TOWS matrix as an overview of strategic solutions for IndiHome to combine four aspects of SWOT analysis and accommodate customer activities as a guideline at each stage of the customer journey combined with 12 media channel initiatives resulting from the attributes of needs and preferences integrated digital media channel subscribers to build communication channels that support the customer journey so that it becomes more enjoyable. The proposal is expected to generate satisfaction and encourage customer confidence in IndiHome in line with increasing positive brand sentiment and achieving the set targets.