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All Journal Jurnal Manajemen Terapan dan Keuangan IMAGE JURNAL MANAJEMEN MOTIVASI Management and Economics Journal (MEC-J) Research Horizon IIJSE
Fadhilla, Hanifa Nur
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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The Effectiveness of IndiBiz Marketing Strategy in Building Interest and Purchasing Decisions for Business Internet Services in the MSME Segment in the Yogyakarta Region and Surrounding Areas Bayu Andrian; Fadhilla, Hanifa Nur
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8477

Abstract

This study explores the effectiveness of PT Telkom Indonesia’s IndiBiz marketing strategy in influencing SMEs’ purchase intentions in Yogyakarta. Through interviews with five business owners and field observations, the study finds that competitive pricing, promotions, and brand image build consumer trust. However, competitors offer more flexible pricing and features. The results suggest IndiBiz should enhance educational promotions, service quality, and targeted marketing. Future research should involve larger samples and a mixed-method approach to better assess IndiBiz’s digital marketing effectiveness across regions and SME segments.
Co-Authors Abdillah, Ibnu Zaki Adelti, Salsabilla Putri Bayu Andrian Firmansyah, Aldy Arya Mahendra, Mahesh Mauliza, Fazia Prabawati, Raden Roro Sekar Maya Qomarudin, Rizky Wahyu Riski, Rezi Syamsuddin, Siti Fatimah Wardana, Dhimas Sadewa