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Fernando Fernando, Fernando
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Journal : fundamental management journal

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STRATEGI PEMASARAN PRODUK BROADBAND INDIHOME PT TELKOM DI BEKASI (STUDI DESKRIPTIF KUALITATIF PADA AREA BEKASI) Fernando, fernando; Tobing, Fenny B.N.L.; Rutman Lumbantoruan
Fundamental Management Journal Vol. 11 No. 1 (2026): ISSN:2540-9220 (Online) APRIL 2026
Publisher : Universitas Kristen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33541/fjm.v11i1.6839

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
Co-Authors Abdurrahmansyah Abdurrahmansyah, Abdurrahmansyah Achmad, Mansyur Adawiyah, Rodiatun Ade Putra, Hafrizal Okta Agustianto Agustianto, Agustianto Alamsyah, Muhammad Rafli Andri, Gus Apsiswanto, Untoro Ari Anggarani Winadi Prasetyoning Tyas Aries Susanty Chaesa, Linus Ardel Christien, Intan Chuadra, Wiriya Dharma Damaiyana, Tahnia Darius Andana Haris Dian Handayani Djunaid, Ika Suryono Effendy, Febry Evelyne Riandini Fanny, Dea Felicia Felicia Fernandes Simangunsong, Fernandes Firman Muntaqo Graciela, Michelle Hamonangan Siallagan Hartati, Ery Hesniati, Hesniati Inayah, Nifaila Najwa Inti Suryani, Eny Ivander, Willy Jeremia, Andre Jessen, Jessen Jessica Jessica Jessinta, Jessinta Jontro Simanjuntak, Jontro Khoiri, M Koo, Felicia Kwekdinata, Winson Lauvender, Felix Tommy Lim, Carlene Lina, Juliana M Ezar Al Rivan Marally, Rubby Maria Merry Marianti Mega, Mega meriani, meriani Mochtar Sibi Mohammad Riza Sutjipto Monica Monica, Monica Muntu, Cindy Keziea Nadia Nadia Nainggolan, Josri Nasution, Masdalena Nealson, Nealson Nurwijayanti Octovia, Eviana Okta Jaya Harmaja Oktaviani, Ayu Sri Putri, Novelia Talita Rabiah, Arbi Siti Rahman, Maria Puteri Rahmat Kurniawan Rahmawati, Reza Raihan, Muhammad Rikky, Rikky Rita Rita, Rita Rizka Nugraha Praktikna Rizqia, Yusri Nela Rosetia, Amanda Rossalina, Emilia Rutman Lumbantoruan Safira, Putri Sinta Saputra, Hansen Saragih, Joy Zaman Felix Siburian, Sopian Od Silaban, Jesica Silvia Silvia Sitorus, Rolib Sugandi, Febri Sumarlie, Aurellia Clearesta Surya, Irsan Talitha, Zada Agna Tambunan, Charlie Luckyano Tisano Tj. Arsjad Tobing, Fenny B.N.L. Tunjung, Herlin Ulya, Ratu Triana Utami, Rani Mega Valentine, Ivo Vincent, Roy Vivien, Vivien Wijaya, Gavin Timberlake Wilim, Anastasia Winardy, Jeffri Yingfanie, Melissa Yonnawati, Yonnawati Yudi Rusfiana