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All Journal Jurnal Manajemen Terapan dan Keuangan IMAGE EKONOMIS : Journal of Economics and Business Management and Economics Journal (MEC-J) Eduvest - Journal of Universal Studies Research Horizon IIJSE
Fadhilla, Hanifa Nur
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Aerospace Engineering Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences

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Implementasi Pemasaran IndiBiz oleh Pegawai Telkom Indonesia Witel Yogyakarta terhadap Kesadaran (Awareness) dan Penggunaan Layanan oleh UMKM Fadhilah, Irfan; Fadhilla, Hanifa Nur
Ekonomis: Journal of Economics and Business Vol 10, No 1 (2026): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i1.2741

Abstract

This study aims to analyze the implementation of the IndiBiz marketing strategy carried out by PT Telkom Indonesia through the Telkom Witel Yogyakarta unit and its influence on awareness, perception, and decision to use services by micro, small, and medium enterprises (MSMEs). The study uses a mixed methods approach that combines quantitative and qualitative methods. The quantitative approach was carried out through a survey by distributing questionnaires to MSMEs who are the target of IndiBiz marketing in the Yogyakarta area. The data obtained were analyzed using descriptive analysis, validity and reliability tests, and multiple linear regression analysis. The results of the study indicate that the implementation of the IndiBiz marketing strategy has a positive and significant influence on the level of MSME awareness of the service. A high level of awareness is also proven to influence MSMEs' decisions in using IndiBiz services.
Implementasi Strategi Influencer Marketing Untuk Meningkatkan Brand Awareness pada Produk Indibiz di PT. Telkom Witel Yogyakarta Imran, Raihan Al; Fadhilla, Hanifa Nur
Ekonomis: Journal of Economics and Business Vol 10, No 1 (2026): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i1.2748

Abstract

This study aims to analyze the influence of influencer marketing and social media marketing on brand awareness of Indibiz products managed by PT Telkom Witel Yogyakarta. Digital marketing strategies through collaboration with influencers and management of attractive social media content are expected to expand the reach of product information. This study uses a mixed methods approach, namely quantitative and qualitative. The quantitative approach was carried out through a survey method by distributing questionnaires to 100 respondents who are social media users and are aware of Indibiz product promotions. The sampling technique used purposive sampling with the criteria of respondents who actively use social media and have seen the product promotion. Quantitative data were analyzed using multiple linear regression analysis with the help of statistical software. The results of the simultaneous test showed that both independent variables together have a significant effect on brand awareness. In other words, the implementation of a digital marketing strategy through influencer marketing and social media marketing is an effective strategy in increasing brand awareness of Indibiz products.
Co-Authors Abdillah, Ibnu Zaki Achmad Kurniawan Adelti, Salsabilla Putri Fadhilah, Irfan Firmansyah, Aldy Arya Imran, Raihan Al Mahendra, Mahesh Mauliza, Fazia Prabawati, Raden Roro Sekar Maya Qomarudin, Rizky Wahyu Syamsuddin, Siti Fatimah Wardana, Dhimas Sadewa