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p-Index From 2021 - 2026
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All Journal Journal of Computers and Digital Business
Indah Respati Kusumasari
National Development University "Veteran" of East Java
Computer Science & IT Decision Sciences, Operations Research & Management

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Pricing Strategy and Quality Perception in Maintaining Customer Loyalty: Evidence from Telkomsel Surabaya Siti Amilia Marpaung; Indah Respati Kusumasari
Journal of Computers and Digital Business Vol. 5 No. 2 (2026)
Publisher : PT. Delitekno Media Madiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56427/jcbd.v5i2.1004

Abstract

This study examines Telkomsel’s pricing strategy in maintaining its market position in Surabaya amidst increasingly competitive conditions in the telecommunications industry. The research is motivated by the public perception that Telkomsel offers relatively higher prices than other providers but continues to maintain customer trust. Previous studies on pricing strategies mostly focused on sales volume, promotions, and market penetration, while research discussing how companies maintain relatively high prices through service quality and customer perception in the telecommunications industry remains limited. Therefore, this study aims to analyze Telkomsel’s pricing strategy in maintaining customer trust and competitiveness in Surabaya. This study uses a qualitative descriptive approach through interviews, observation, and documentation involving internal Telkomsel personnel in Surabaya. The results show that Telkomsel strengthens its market position through stable network quality, broad signal coverage, digital services through the MyTelkomsel application, and adjustments to internet packages and promotions according to customer needs. Customers consider not only price, but also the benefits and quality of service received. The novelty of this study lies in discussing strategies for maintaining premium prices through customer perceptions of service value in the telecommunications industry.
Marketing Communication Strategy through TikTok Live Streaming in Building Consumer Trust and Engagement in the Beauty Industry: A Case Study of Bening’s Clinic Surabaya Sabrina Indira Putri; Indah Respati Kusumasari
Journal of Computers and Digital Business Vol. 5 No. 2 (2026)
Publisher : PT. Delitekno Media Madiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56427/jcbd.v5i2.1005

Abstract

The rapid development of social media has encouraged companies to utilize digital platforms as interactive marketing communication media, particularly TikTok Live, which enables real-time two-way communication between businesses and consumers. Although numerous studies have examined TikTok as a digital marketing platform, limited research has specifically explored marketing communication strategies through TikTok Live in building consumer trust and engagement within the beauty industry. This study aims to analyze the marketing communication strategy implemented by Bening's Clinic Surabaya through TikTok Live in fostering consumer interest, trust, and engagement. A descriptive qualitative approach was employed, with data collected through interviews, observations, and documentation, and analyzed using SWOT analysis supported by IFAS and EFAS matrices. The findings reveal that Bening's Clinic Surabaya integrates promotional activities, educational content, direct interaction, and a soft-selling approach in its TikTok Live strategy. Real-time interaction between hosts and audiences was found to increase consumer engagement, strengthen trust, and encourage interest in the clinic's services. The novelty of this study lies in the integration of SWOT, IFAS, and EFAS analyses to evaluate TikTok Live marketing communication strategies in the beauty clinic industry.
Co-Authors Sabrina Indira Putri Siti Amilia Marpaung