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All Journal JUIMA : Jurnal Ilmu Manajemen Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Fokus Ekonomi The Spirit of Society Journal : International Journal of Society Development and Engagement IJEBD (International Journal Of Entrepreneurship And Business Development) OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Jurnal EMA (Ekonomi Manajemen Akuntansi) Jurnal Pengabdian Masyarakat untuk Negeri (UN-PENMAS) Prosiding Konferensi Nasional PKM-CSR Surplus: Jurnal Riset Mahasiswa Ekonomi, Manajemen, dan Akuntansi JWM (JURNAL WAWASAN MANAJEMEN) Jurnal Manajerial Bisnis Jurnal Ilmiah Fokus Ekonomi, Manajemen, Bisnis & Akuntansi (EMBA) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) MAP (Jurnal Manajemen dan Administrasi Publik) Al-ATHFAL: Jurnal Pendidikan Anak AL-ATHFAL: Jurnal Pendidikan Anak Bioculture Journal Jurnal Ilmiah Ekonomi dan Manajemen Fokus Abdimas JURNAL ILMIAH PENELITIAN MAHASISWA JURNAL RUMPUN MANAJEMEN DAN EKONOMI JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Jurnal Inspirasi Ilmu Manajemen JURNAL AKADEMIK EKONOMI DAN MANAJEMEN Jurnal Ekonomi, Bisnis dan Sosial
Mei Indrawati, Mei
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Journal : Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)

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CONSUMER BEHAVIOR-BASED MARKETING STRATEGY : A STUDY ON INDOSAT OOREDOO USERS IN SURABAYA Indrawati, Mei; Putra, Allen Pranata; Sama, I Wayan
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 1 (2025): Edisi Januari - April 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i1.5194

Abstract

This study aims to analyze the marketing strategy based on consumer behavior of Indosat Ooredoo users in the city of Surabaya. The main focus of the research is to understand consumer behavior in choosing and using telecommunication services, identify factors that influence consumer decisions, and formulate relevant marketing strategies based on consumer preferences and needs. This research uses a qualitative approach with data collection methods in the form of in-depth interviews, observations, and documentation. The informants consist of Indosat Ooredoo consumers and relevant internal parties. The results of the study show that consumer behavior is influenced by preferences for competitive pricing, network stability, service personalization, and digital experience through the MyIM3 application. The main factors that influence consumer decisions include price, network quality, digital innovation, and brand image. Based on these findings, recommended marketing strategies include adjusting data plans for specific market segments, improving network quality, strengthening digital features, and customer service responsiveness. This research has limitations in its limited scope to the city of Surabaya and a qualitative approach that relies on the subjectivity of the informant. Further research with a quantitative approach or a broader scope is recommended to provide a more comprehensive understanding.
Co-Authors A. A. Ketut Sudiana Agustin, Kristya Sri Albat, Heru Allen Pranata Putra Amin, Rahmat Febriansyah Astutik Astutik Chandra Kartika, Chandra Daimah, Uswatun Farid, Muchammad Febrita Sarie, Rena Fitryani, Fitryani Hidayani, Ari Hidayatulloh, Mohammad Aris Juarini, Nisa Kurniasih, Rima Linda Dwi Khusnarini, Mey Lucky, Plori Tri Mujiati Mujiati Mujiati Mujiati Nina Maharani, Andi Oktavia, Ayunda Citra Pamungkas, Rulan Prameswari, Sanggita Galuh Prasetyo, Indra Prasetyo, Kobin Pratama, Gemilang Kurnia Prihantini, Eka Rahayu Purwati, Kiki Dyah Rahman Wahyudianto Rahmawan, Ajie Rahmawati , Alif Rochmawati, Ema Safrudin, Afif Sama, I Wayan Sarie, Rena Febrita Setiawan, Randy Putra Setiawanto, Edhi Juli Siswanti, Liza Alif Siti Khotidjah, Siti Soenarmi, Soenarmi Sri Kartini, Sri Sri Lestari, Veronika Nugraheni Subkhan Subkhan Sudarno Sudarno Sulistyowati, Eni Suliswanto, Suliswanto Sumantra, I.K Susilo, Dwi Joko Wahyu Damayanti, Nia Widodo , Danu Tri Winarko, Ruddy Winarto, Bambang Woro Utari Yurilla Endah Muliatie, Yurilla Endah Zulfikar, Mochamad