Marketing Strategy of Pt Telkom's IndiHome Broadband Products in Bekasi (Qualitative Descriptive Study in Bekasi Area)

Abstract

In this era of globalization, telecommunications have a significancy roles in human lifes. Along with
change lifestyle of today societies, they need access to diverses, easily, faster, and reliable informations.
Telecommunications service providers are competing increasingly tightly for the current development
that makes PT Telkom Tbk innovation to issues the latest product by providing various communications
facility to meeting need of community in telecommunication sectors of multiservice for its customers,
namely voice services (telephones), data (internets) and images (IP-TV) on one access network and
known for triple-play services. Marketing has a very significant role because marketing has positions
as intermediary between producer and consumer. But Indihome lacks STP (Strategy, Targeting, and
Positioning) because many middles to lower-class people object to Indihome's monthly price. Therefore,
I conducted this research using the type of field researched, namely: research that aim to studies and
understand intensive its currently backgrounds and environmentals interaction by social unit,
individual, group, institution, or societies. Data analyst method use is descriptive analyst, conducted by
requesting and collecting data in detail, which is original and asks directly to Internet Consumers, which
I named Connected Internet Rumah in Bekasi. Data collections is through interview and
documentations. Base on research result that have gone on, the marketing strategy for Indihome
broadband products implemented by PT Telkom Bekasi area have been effectively in achieve an
increased in Indihome user. Overall level of Indihome Customer Satisfaction is still relatively
unsatisfied due to the lack of notification of information about internet usage to household customers
who have a permanent home containing 5 to 8 people or household customers who do not has a
permanently home and contract such as rented plots containing 3 to 5 people. The overall level of
Indihome Customer Satisfaction is still relatively unsatisfied due to the lack of notification of
information about internet usage to household customers who have a permanent home containing 5 to
8 people or household customers who do not has a permanently home and contract such as rented plots
containing 3 to 5 people. Maybe in the future, I will create or propose an idea to work with Telkom
Indonesia to create an Indihome subsidiary that can adjust to the needs of the middle to the lower-class
community, such as to speed and effectiveness of users in a family or home.
Keywords: Strategy, Satisfaction, Internet, Effectiveness