| dc.contributor |
|
|
| dc.creator |
Aulia, Bayu Reza |
|
| dc.creator |
Karsa, Satya Indra |
|
| dc.date |
2020-08-25 |
|
| dc.date.accessioned |
2021-03-15T03:58:34Z |
|
| dc.date.available |
2021-03-15T03:58:34Z |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/23327 |
|
| dc.identifier |
10.29313/.v6i2.23327 |
|
| dc.identifier.uri |
http://hdl.handle.net/123456789/29349 |
|
| dc.description |
Abstract. IndiHome is a Telkom Group service product that is a market leader as an optical cable / fiber based internet service provider. IndiHome's digital marketing strategy then became the main focus of the study in this study which is based on IndiHome's ability to remain a market leader in the competitive Indonesian internet service provider competition. IndiHome still faces technical problems related to services such as network quality and prices that often go up unilaterally. For this reason, this study aims to determine the IndiHome digital marketing strategy Telkom Reg. III West Java on Telkomjabar Instagram account.This study uses the postpositivism paradigm, with qualitative approaches and case study methods. Research subjects are 6 people who were selected purposively. Data analysis techniques through interviews, nonparticipant observation, and literature study. Data analysis techniques through the interactive model of Miles & Huberman consisting of data reduction, data presentation, and drawing conclusions. Test the validity of the data through source triangulation.The results showed that IndiHome digital marketing strategy has applied the rules of the social media strategy wheel which contains: tracking & monitoring strategies, distribution strategies, content optimization strategies, engagement strategies and measurement strategies. The use of Instagram in IndiHome marketing is considered to be one of the ways to build consumer awareness products at IndiHome and Teklom and help boost sales of IndiHome service products with high engagement with consumers.Keywords: Digital Marketing Communication, Social Media, Instagram, IndiHome, Telkom.Abstrak. IndiHome merupakan produk layanan Telkom Group yang menjadi market leader sebagai produk penyedia layanan internet berbasis kabel optik/fiber. Strategi pemasaran digital IndiHome kemudian menjadi fokus utama kajian dalam penelitian ini yang di dasari atas kemampuan IndiHome untuk tetap menjadi market leader di tengah persaingan provider layanan internet Indonesia. Di samping itu IndiHome masih menghadapi permasalahan teknis terkait dengan layanan seperti kualitas jaringan dan harga yang sering naik secara sepihak. Untuk itu penelitian ini bertujuan untuk mengetahui strategi pemasaran digital IndiHome wilayah Telkom Reg. III Jawa Barat pada akun Instagram Telkomjabar. Penelitian ini menggunakan paradigma postpositivisme, dengan pendekatan kualitatif dan metode studi kasus. Subjek penelitian berjumlah 6 orang yang dipilih secara purposif. Teknik analisis data melalui wawancara, observasi non partisipan, dan studi kepustakaan. Teknik analisis data melalui model interaktif Miles & Huberman yang terdiri atas reduksi data, penyajian data, dan penarikan kesimpulan. Uji keabsahan data melalui triangulasi sumber. Hasil penelitian menunjukan bahwa strategi pemasaran digital IndiHome pada akun Instagram Telkomjabar telah menerapkan kaidah-kaidah social media strategy wheel yang berisi mengenai: strategi pelacakan & pemantauan, strategi pendistribusian, strategi optimasi konten, strategi keterlibatan dan strategi pengukuran. Penggunaan Instagram dalam pemasaran IndiHome dinilai menjadi salah satu cara yang membangun product awareness konsumen dan membantu mendongkrak penjualan produk layanan IndiHome dengan adanya engagement yang tinggi.Kata Kunc: Komunikasi pemasaran digital, media sosial, instagram, IndiHome, Telkom. |
|
| dc.format |
application/pdf |
|
| dc.language |
eng |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/23327/pdf |
|
| dc.rights |
Copyright (c) 2020 Prosiding Manajemen Komunikasi |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 6, No 2, Prosiding Manajemen Komunikasi (Agustus, 2020); 455-461 |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 6, No 2, Prosiding Manajemen Komunikasi (Agustus, 2020); 455-461 |
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| dc.source |
2460-6537 |
|
| dc.source |
10.29313/.v6i2 |
|
| dc.subject |
Manajemen Komunikasi |
|
| dc.subject |
Komunikasi pemasaran digital, media sosial, instagram, IndiHome, Telkom. |
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| dc.title |
Strategi Pemasaran Digital Indihome di Instagram |
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| dc.type |
info:eu-repo/semantics/article |
|
| dc.type |
info:eu-repo/semantics/publishedVersion |
|
| dc.type |
Peer-reviewed Article |
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| dc.type |
Kualitatif |
|