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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Indonesia Sosial Teknologi Global Academy of Multidisciplinary Studies
Harimukti Wandebori
Institut Teknologi Bandung, Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Proposed marketing strategy for fixed mobile convergence products case study: Telkomsel One Edwina Edwina; Harimukti Wandebori
Global Academy of Multidisciplinary Studies Vol. 1 No. 1 (2024): August
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/gams.v1i1.3373

Abstract

Purpose: This study aims to determine proposed business and marketing strategy including segmenting, targeting & positioning (STP) and marketing mix (7P) for Telkomsel One Method: This study combined qualitative and quantitative research by distributing questionnaires directly to 253 respondents. A non-probability sampling technique was used. The primary data source in this research was obtained directly from questionnaire respondents. The method used SPSS version 23. Results: The research results based on the cluster analysis show that there are three distinct segments of Telkomsel One: budget-conscious users, convenience seekers, and tech enthusiasts. The results of the analysis become the basis for new segmentation, targeting, and positioning strategies for Telkomsel One. Strategies encompass adjusting product lines and pricing, conducting several promotions and strategic partnerships, using omnichannel approaches, frontliner skills training, streamlining processes, and integrating IT Tools to deliver excellent service to customers. Conclusions: The study concludes that effective implementation of STP and the marketing mix (7P) enhances Telkomsel One’s ability to meet diverse customer needs while maintaining competitiveness in the rapidly evolving telecommunications market. Limitations: This study is limited by its reliance on non-probability sampling, which may affect generalizability. Additionally, the research only focused on respondents in a specific context, limiting the broader market representation. Contribution: This research offers a practical framework for telecommunications companies to apply integrated marketing strategies in the era of fixed-mobile convergence, ensuring long-term customer satisfaction and business sustainability.
Proposed Marketing Strategy to Increase Brand Awareness and Sales of Portable Smart Projector (A Case Study of Samsung the Freestyle) Nabilla Rizky Ramadhani; Harimukti Wandebori
Jurnal Indonesia Sosial Teknologi Vol. 6 No. 1 (2025): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v6i1.1349

Abstract

Samsung The Freestyle, a portable smart projector launched by Samsung, has faced challenges in increasing brand awareness and sales in the Indonesian market. Initially introduced in January 2022, Samsung The Freestyle garnered significant interest during its pre-order phase. However, despite its innovative features, the product experienced a decline in sales performance over time. This research aims to identify the internal and external factors influencing the performance of Samsung The Freestyle, employing both quantitative and qualitative approaches. Primary data were gathered through interviews with Samsung Electronics Indonesia employees and surveys with questionnaires, while secondary data were collected from reports, articles, and social media. The study also utilizes comprehensive consumer analysis, including segmentation, targeting, and positioning (STP), level of awareness, perceptions and level of satisfaction. External analysis was conducted by analyzing the general environment, industrial environment, and competitor analysis. Resource analysis and value chain analysis were performed to obtain the internal factors. A SWOT analysis identified the strengths, weaknesses, opportunities, and threats, leading to the formulation of the TOWS matrix for strategic recommendations. Based on the analysis, the appropriate corporate strategy for Samsung Electronic Indonesia is growth, the proposed business strategy for The Freestyle is differentiation, and marketing strategies are proposed through the 4P marketing mix (Product, Price, Promotion, and Place). Strategies encompass product diversification with competitive pricing, market development to the mid to premium segment, branding on social media, conducting strategic partnerships, interesting promotions, and improving distribution networks and product availability
Market Penetration As A Proposed Marketing Strategy: Case Of PT. Atourin Teknologi Nusantara Nisa Aulia Nur Setiawan; Harimukti Wandebori
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 1 (2025): Januari
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i1.7545

Abstract

Indonesia’s tourism industry has great potential for economic growth, driven by its natural and cultural richness and the increasing adoption of digital platforms, which are increasingly being introduced. As one of the players in the industry, PT Atourin Teknologi Nusantara (Atourin) faces challenges in increasing brand awareness and attracting travelers to use their services, which offer a variety of local attractions. This study aims to identify Atourin’s target market, explore the factors influencing brand awareness and purchase intention, and propose effective marketing strategies to increase Atourin’s presence. A mixed methodology with qualitative and quantitative approaches was conducted, combining interviews and questionnaire distribution. Data analysis used clustering to group the identified market segment, then findings of external and internal analysis using SWOT, TOWS matrix, and Ansoff matrix. Based on the findings, it is known that Atourin, as a technology-based startup in the tourism industry, certainly has strengths in the field of tourism technology and knowledge. Unfortunately, the level of awareness of the Atourin brand in the local tourist market is still low. This study recommends market penetration that focus on increasing market share with existing products in existing markets through the use of social media, increasing customer retention through loyalty programs, and strategic collaborations to strengthen Atourin’s market position and drive business growth in Indonesia’s digital tourism industry.
Co-Authors Edwina Edwina Nabilla Rizky Ramadhani Nisa Aulia Nur Setiawan