PROPOSED MARKETING STRATEGY TO IMPROVE PERFORMANCE OF WIFI.ID CORNER INDIHOME

• Main Author: Andhika Dwi Vitorini, Fransisca
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/66785
• Institution: Institut Teknologi Bandung

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.