Perancangan Strategi Pemasaran Untuk Meningkatkan Kualitas Pelayanan Pelanggan di Kalangan Generasi Z: Studi Kasus Pelanggan by.U

Wardhana, Varra Ezza Zhafira (2026) Perancangan Strategi Pemasaran Untuk Meningkatkan Kualitas Pelayanan Pelanggan di Kalangan Generasi Z: Studi Kasus Pelanggan by.U. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan layanan telekomunikasi digital di Indonesia mendorong persaingan ketat dalam menarik minat generasi Z sebagai pengguna dominan internet. Meskipun Telkomsel menjadi pemimpin pasar, loyalitas pelanggan generasi Z terhadap by.U relatif rendah dibandingkan pesaing terutama di wilayah urban yang menjadi target strategis. Perbedaan karakteristik wilayah yang memengaruhi kebutuhan dan persepsi pelanggan membuat strategi pemasaran perlu disesuaikan pada segmen urban, suburban, dan rural.
Penelitian ini menggunakan metode Quality Function Deployment (QFD) untuk mengidentifikasi atribut layanan prioritas berdasarkan persepsi pelanggan yang telah menggunakan layanan minimal enam bulan. Data primer diperoleh melalui penyebaran kuesioner kepada 235 responden, serta wawancara dengan General Manager dan officer Telkomsel Pusat, sedangkan data sekunder diperoleh dari dokumen internal perusahaan. Responden dibagi proporsional dalam segmen urban, suburban, dan rural. Hasil penelitian menunjukkan atribut reliability and accuracy of services, clarity and transparency of information, serta overall perceived quality of products and services memiliki pengaruh terbesar terhadap loyalitas. Analisis setiap wilayah menegaskan bahwa urban membutuhkan kestabilan jaringan, respons gangguan yang cepat, dan personalisasi layanan, suburban menekankan kejelasan informasi paket, sedangkan rural berfokus pada pendampingan awal dan dukungan komunikasi yang mudah diakses.
Berdasarkan temuan tersebut, rekomendasi strategi difokuskan sesuai karakteristik wilayah. Urban menekankan kestabilan jaringan, percepatan penanganan gangguan, serta personalisasi melalui penguatan aplikasi dan analitik data. Suburban difokuskan pada peningkatan kejelasan informasi tentang harga, paket, dan promo yang konsisten di seluruh kanal komunikasi. Rural memprioritaskan pendampingan awal melalui panduan sederhana dan dukungan multi-kanal seperti WhatsApp dan SMS. Pendekatan ini diharapkan tidak hanya memperkuat loyalitas, tetapi juga memperluas pangsa pasar generasi Z dalam jangka panjang, sekaligus meningkatkan daya saing Telkomsel di industri telekomunikasi digital nasional.
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The rapid development of digital telecommunication services in Indonesia has intensified competition in attracting generation Z as the dominant group of internet users. Although Telkomsel is the market leader, customer loyalty among Generation Z toward by.U remains relatively low compared to competitors, particularly in urban areas that represent a key strategic market. Differences in regional characteristics that influence customer needs and perceptions indicate that marketing strategies must be adapted to the specific contexts of urban, suburban, and rural segments.
This study applies the Quality Function Deployment (QFD) method to identify priority service attributes based on the perceptions of customers who have used the service for at least six months. Primary data were collected through questionnaires distributed to 235 respondents, complemented by interviews with the General Manager and officers at Telkomsel Headquarters, while secondary data were obtained from internal company documents. Respondents were proportionally categorized into urban, suburban, and rural segments. The findings reveal that reliability and accuracy of services, clarity and transparency of information, and overall perceived quality of products and services are the most influential attributes affecting customer loyalty. Regional analysis further shows that urban customers require network stability, rapid issue resolution, and service personalization; suburban customers emphasize clarity of package information; while rural customers prioritize initial usage assistance and accessible communication support.
Based on these findings, strategic recommendations are formulated according to regional characteristics. Urban strategies focus on network stability, faster issue handling, and personalization through strengthened applications and data analytics. Suburban strategies emphasize improved clarity of information regarding pricing, packages, and promotions across all communication channels. Rural strategies prioritize early-stage user assistance through simple activation guidance and multi-channel support such as WhatsApp and SMS. This approach is expected not only to strengthen customer loyalty but also to expand Generation Z market share in the long term, while enhancing Telkomsel’s competitiveness in the national digital telecommunications industry.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Segmentasi Geografis, Generasi Z, Loyalitas Pelanggan, QFD, by.U, Geographical Segmentation, Generation Z, Customer Loyalty, QFD, by.U
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target 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:	Varra Ezza Zhafira Wardhana
Date Deposited:	31 Jan 2026 13:12
Last Modified:	31 Jan 2026 13:12
URI:	http://repository.its.ac.id/id/eprint/131605

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