INCREASING BRAND AWARENESS AND BEHAVIORAL INTENTION TO ADOPT TELKOMSEL ORBIT

• Main Author: Permadi, Lutfi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/68441
• Institution: Institut Teknologi Bandung

In the 21st century, innovation in technology has become a very popular thing. The needs of society that are increasingly diverse and increasingly rely on technology make people continue to create technology to make their lives easier. One technology that is widely used today is the internet. With the internet, humans can easily access various information. In addition, the internet can also connect individuals through social media platforms. In Indonesia itself, according to data taken at the beginning of 2022, 204.7 million people already use the internet. Telkomsel is the largest celullar telecommunication company in Indonesia with 236.000 Base Tranceiver Station and served more than 170 million customers all around Indonesia. Telkomsel hold almost 60% of the celullar telecommunication market share in Indonesia based on 2020 data. In 2020, Telkomsel launched its new product called Telkomsel Orbit. Orbit is a home internet product that relies on Telkomsel's 4G signal. As a new product, Telkomsel Orbit's level of brand awareness is still relatively low. In addition, the lack of effort in event marketing and advertising is one of the factors behind Orbit's low brand awareness. This study aims to develop a marketing strategy for Telkomsel Orbit to increase brand awareness and behavioral intention to adopt wireless internet. This research uses PESTLE tools, Porter's Five Forces, competitor analysis, and consumer analysis as external factor analysis. The VRIO Framework and Marketing Mix tools are used as tools for internal analysis. The results of this study indicate that there are twelve alternative strategies that can be implemented by Telkomsel Orbit, and from the twelve strategies, three final strategies were selected. The three strategies are use paid advertisemen on Tiktok, YouTube, and Intsagram ads, make an option for FUP-based unlimited quota, and create an event marketing.