#TITLE_ALTERNATIVE#

• Main Author: PRASETYO (NIM 29106418), EKO
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/7758
• Institution: Institut Teknologi Bandung

PT. XYZ is a subsidiary from PT. ZYX which core business is in Pay TV business. The product from PT. XYZ is Pay TV service provider under the name of Telkomvision. Telkomvision delivers Pay TV service through HFC (Hybrid Fiber Coazial) Cable, which allow Telkomvision to deliver Cable TV, High Speed Internet Access, and Telephone Line to subscribers. Besides, Telkomvision also has DTH (Direct to Home) Service or Satellite TV by using parabolic antenna and decoder.<p> <br /> <br /> <br /> <br /> The potential market for Pay TV in Indonesia is still huge, about 20 million-25 million potential subscribers, mainly in seven big cities in Indonesia, and only 8 million subscribers were dispersed in smaller cities. Telkomvision, as a Pay TV product from PT. XYZ has only about 40.000 subscribers in June 2007. To increase the market share, Telkomvision launched pre-paid product which called as Telkomvision DTH Prepaid, and by launching the product, Telkomvision has become the first Pre-paid Pay TV Operator in Indonesia.<p> <br /> <br /> <br /> <br /> However, from the research, more than a half of the respondents stated that they were not interested in subscribing this product. Therefore, the root cause of the problem should be known to generate the appropriate solution. By using SERVQUAL method and also Importance-Perception Map, it can be concluded that the root cause of the problem is the price of the equipment, which consists of parabolic antenna and decoder has been percepted as too high by respondents. Therefore, the solution generated in the research is correlated product development in the term of the price of the equipment. Besides, marketing communication programs were also developed to support the business solution.