PROPOSED MARKETING STRATEGY TO IMPROVE PERFORMANCE OF WIFI.ID CORNER INDIHOME
The Internet has become a daily needs, so the ease of accessing the internet is important. PT Telkom Indonesia built a line of business that can realize this, Wifi.id Corner built in 2017. Accompanied by the vision and mission of the government of President Ir H Joko Widodo in distributing infras...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/66785 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The Internet has become a daily needs, so the ease of accessing the internet is
important. PT Telkom Indonesia built a line of business that can realize this, Wifi.id
Corner built in 2017. Accompanied by the vision and mission of the government of
President Ir H Joko Widodo in distributing infrastructure development for the
community in easy access to the internet. By realizing it, currently Wifi.id Corner
has 1000 points in Indonesia, including 38 points in the city of Bandung. In addition
to providing convenience in accessing the internet, Wifi.id Corner also provides
affordable voucher prices. Innovation have been made, but the vouchers sold from
2017 to 2021 have decreased. It can happen because of the direct and indirect
impact of competitors. The external environmental analysis uses PESTLE, Porter's
Five Forces, Consumer Analysis, and Competitor Analysis. Consumer analysis was
carried out by distributing questionnaires to 156 respondents. The results of the
analysis are processed using the SmartPLS software with the SEM-PLS method to
measure the correlation between the variables used in this study which will then be
used as material for the SWOT analysis. While the analysis of the internal
environment is carried out using Segmenting, Targeting, and Positioning (STP) and
7P's Marketing Mix. The SWOT analysis is the results of the internal and external
analysis of the company under study. Furthermore, the SWOT analysis is compiled
into a TOWS matrix, which will be an alternative strategy used to increase the
performance of Wifi.id Corner. |
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