Peran Tipe Platform, Kampanye dan Konten di Media Sosial terhadap Customer Engagement pada B2B Product (Indibiz) di Telkom Regional VI Kalimantan

Pahlevy, Nissa Amelia (2024) Peran Tipe Platform, Kampanye dan Konten di Media Sosial terhadap Customer Engagement pada B2B Product (Indibiz) di Telkom Regional VI Kalimantan. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Beberapa tahun terakhir, industri telekomunikasi menghadapi tantangan fundamental, top 30 perusahaan telekomunikasi global menghadapi pertumbuhan revenue yang lambat, peningkatan CAPEX, dan stagnannya profitabilitas. PT Telekomunikasi Indonesia, salah satu perusahaan BUMN Indonesia di bidang telekomunikasi menjawab tantangan dengan bertransformasi Five Bold Moves. B2B Digital IT Service Co, salah satu strategi yang menyediakan ekosistem solusi digital bagi UMKM Indonesia, melalui brand IndiBiz yang diperkenalkan pada Juli 2023. Telkom Regional Kalimantan sebagai regional yang menyangga wilayah Ibu Kota Negara di 2024, saat ini menawarkan IndiBiz ke calon pelanggan melalui channel account manager, sales force, tele account marketing, dan media sosial. Namun, media sosial sampai akhir Juli 2023 masih belum optimal. Hal ini menjadi tantangan dalam memasarkan IndiBiz, karena sebagai brand baru, IndiBiz masih kurang dikenal masyarakat. Penelitian ini memiliki tujuan untuk mengetahui pengaruh dari tipe platform, kampanye dan konten di media sosial terhadap customer engagement dari B2B Product (IndiBiz) di Telkom Regional Kalimantan. Data dikumpulkan dari unggahan media sosial IndiBiz pada periode Juli–Oktober 2023 di social media analytics yang mengakses data insight dari beberapa media sosial. Analisis data melalui software SPSS menggunakan metode weighted least square regression (WLS) dan regresi logistik. Hasil penelitian ini menunjukkan bahwa pada parameter customer engagement like dan share, tipe platform dan tipe kampanye berpengaruh signifikan. Sedangkan pada comment, tipe platform, tipe post, tipe konten dan tipe kampanye memiliki pengaruh signifikan. Dalam mengoptimalkan customer engagement like & share pada IndiBiz, dapat menggunakan tipe platform Instagram dan tipe kampanye Giveaway&Biztalk. Sedangkan untuk mengoptimalkan customer engagement comment dapat menggunakan tipe platform Instagram, tipe post gambar, tipe konten engagement, dan tipe kampanye Giveaway&Biztalk. Terdapat beberapa implikasi manajerial dalam strategi pemasaran melalui media sosial IndiBiz yang dapat dimanfaatkan untuk mengoptimalkan customer enggagement dari Produk B2B (IndiBiz) di Telkom Regional Kalimantan.
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In recent years, the telecommunications industry has faced fundamental challenges, with the top 30 global telcos facing slow revenue growth, increased CAPEX, and stagnant profitability. PT Telekomunikasi Indonesia, one of Indonesia's state-owned companies in the telecommunications sector, answered the challenge by transforming Five Bold Moves. B2B Digital IT Service Co, one of the strategies that provides a digital solution ecosystem for Indonesian MSMEs, through the IndiBiz brand which was introduced in July 2023. Telkom Regional Kalimantan as a region that supports the National Capital region in 2024, currently offers IndiBiz to potential customers through channel account managers, sales force, tele account marketing, and social media. However, social media until the end of July 2023 is still suboptimal. This is a challenge in marketing IndiBiz, because as a new brand, IndiBiz is still poorly known to the public. This study aims to determine the influence of platform types, campaigns and content on social media on customer engagement from B2B Product (IndiBiz) in Telkom Regional Kalimantan. Data was collected from IndiBiz's social media uploads in the July– October 2023 period on social media analytics that accessed insight data from several social media. Data analysis through SPSS software using weighted least square regression (WLS) and logistic regression methods. The results of this study show that in the parameters of customer engagement likes and shares, type of platforms and type of campaigns have a significant effect. While in comments, type of platforms, type of post, type of content and type of campaign have a significant influence. In optimizing customer engagement, likes & shares on IndiBiz, Telkom Regional Kalimantan can use the Instagram platform type and the Giveaway&Biztalk campaign type. Meanwhile, to optimize customer engagement comments, you can use Instagram platform types, image post types, engagement content types, and Giveaway&Biztalk campaign types. There are several managerial implications in marketing strategies through IndiBiz social media that can be utilized to optimize customer engagement of B2B Products (IndiBiz) in Telkom Regional Kalimantan.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Brand B2B Poduct IndiBiz Telkom, Customer Engagement, Regresi Logistik, Social Media Marketing, Weighted Least Square (WLS), Regression Logistics
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Nissa Amelia Pahlevy
Date Deposited:	13 Feb 2024 01:58
Last Modified:	13 Feb 2024 01:58
URI:	http://repository.its.ac.id/id/eprint/107172

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