Yudha, Decky Andala and Sarvia, Elty (2014) Analisis dan Usulan Strategi Pemasaran Berdasarkan Faktor-Faktor yang Berpengaruh terhadap Loyalitas Pelanggan dan Persaingan (Studi Kasus: Produk Telkom Flexi Trendy di Bandung). In: Forum Manajemen Indonesia 6: Entrepreneurial Management, November 2014, Medan.
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7. Analisa dan Usulan Strategi Pemasaran.pdf - Published Version Download (4Mb) | Preview |
Abstract
PT Telekomunikasi Indonesia, Tbk is a telecommunication and network services provider in Indonesia. The Company provides InfoComm services, fixed wireline and fixed wireless, mobile telephone, data and internet, network and interconnection, either directly or through subsidiaries. Problems faced by Flexi was a decrease in average revenue per customer per month or also known as ARPU (Average Revenue per User) for wireless telecommunications in Telkom Bandung regional. It was shown from the data in 2009 for ARPU Flexi Bandung regional was 19,000 IDR, and in 2010 Flexi ARPU decreased to 16,000 IDR. This research aimed to propose a marketing strategy that was expected to increase customer loyalty. Data collected by interviewing the company management, distributing preliminary questionnaire and final questionnaire. Preliminary questionnaire used to find competitors of Flexi which were Esia, IM3 and XL. The next step was to develop a final questionnaire using the Marketing Mix 7P concept and the names of the Flexi competitors. Final questionnaire was divided into 3 parts which were the profile of respondents, the level of importance and the satisfaction of mobile operators that were surveyed, brand loyalty. The preliminary questionnaire and the final questionnaire were distributed to 100 respondents. The sampling technique used in the questionnaire was purposive sampling. The final questionnaire was processed using multiple linear regression method, dissatisfaction hypothesis testing, Importance Performance Analysis Method and Duncan Test. Multiple linear regression method was used to determine which variables that influence customer loyalty, dissatisfaction hypothesis test to determine the level of customer satisfaction on the performance of Flexi, Importance Performance Analysis Method to determine which variables were included in the quadrant improvement, and Duncan test to determine the map of competitiveness of Flexi, whether win, competitive or lost behind its competitors. Flexi’s target market were 2 - 41 years old and occupation as a private sector employees, civil servants / SOE, high school students and college students. Flexi positioned itself as a service provider to the telecommunications services at cheap rate, which was in line with the new slogan carried by Flexi "More Economic, Isn’t It ?". Priority improvements based on the results of Multiple Linear Regression test, Dissatisfaction Hypothesis Testing, Importance Performance Analysis charts such as Flexi should provide cheap SMS rates to all mobile operators, Providing SMS packages seemed necessary to meet the diverse customers needs, Flexi can provide daily SMS package, weekly SMS package, or monthly SMS package, increasing the number of customer service so that customers did not wait too long to talk with customer service.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | Multiple Linear Regression test, Dissatisfaction Hypothesis Testing, Importance Performance Analysis charts and Duncan Test |
| Subjects: | T Technology > T Technology (General) |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 07 Mar 2016 04:08 |
| Last Modified: | 07 Mar 2016 04:08 |
| URI: | http://repository.maranatha.edu/id/eprint/19138 |
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