Provide better user experience

Oct 13, 2025 by windailys.com 54 views

Introduction

In the world of marketing, promotions play a crucial role in influencing consumer decisions. The promotion mix, which includes advertising, personal sales, and sales promotion, is a key element in a company's marketing strategy. However, the extent to which the promotion mix affects consumer decisions is still a topic of debate. This study aims to explore the effect of the promotion mix on consumer decisions to subscribe to IndiHome at PT Telkom Witel Medan, a leading telecommunications company in Indonesia.

Background

PT Telkom Witel Medan is a major player in the Indonesian telecommunications market, providing a range of services including internet, phone, and television. IndiHome is one of the company's flagship services, offering high-speed internet and digital television to customers. Despite its popularity, IndiHome faces intense competition from other internet service providers (ISPs) in the market. To stay ahead of the competition, PT Telkom Witel Medan needs to develop a more effective marketing strategy that takes into account the needs and preferences of its customers.

Methodology

This study used a quantitative approach to collect data from 320 Indihome customers. The data collection instrument was a questionnaire that was designed to gather information on the respondents' demographic characteristics, their experience with IndiHome, and their perceptions of the company's promotional activities. The data obtained were analyzed using multiple linear regression analysis, which allowed researchers to understand the simultaneous and partial effects of various promotional elements on consumer decisions.

Results

The results of the study showed that the effect of advertising, personal sales, and sales promotion on Indihome subscription decisions was only 44.7%. This figure suggests that although these elements are important, there are still 55.3% of other factors that influence consumer decisions. The study found that service quality, previous customer experience, and company reputation were among the factors that contributed to consumer decisions.

Discussion

The findings of this study have several implications for the management of PT Telkom Witel Medan. Firstly, the study highlights the importance of understanding the needs and preferences of customers in developing a marketing strategy. By recognizing that the promotion mix only contributes a small part to consumer decisions, companies can explore further other factors that can increase customer satisfaction and loyalty. This can be done through improving service quality, providing better user experience, and building a better relationship with customers.

Conclusion

In conclusion, this study provides valuable insights into the effect of the promotion mix on consumer decisions to subscribe to IndiHome at PT Telkom Witel Medan. The study highlights the importance of taking a holistic approach to understanding and meeting the needs of consumers. By recognizing that the promotion mix is only one of many factors that influence consumer decisions, companies can develop a more effective marketing strategy that takes into account the needs and preferences of their customers.

Recommendations

Based on the findings of this study, the following recommendations are made:

Improve service quality: PT Telkom Witel Medan should focus on improving its service quality to increase customer satisfaction and loyalty.
Provide better user experience: The company should provide better user experience by making it easier for customers to access and use its services.
Build a better relationship with customers: PT Telkom Witel Medan should build a better relationship with its customers by engaging with them through various channels and providing them with regular updates on its services.
Explore other factors that influence consumer decisions: The company should explore other factors that influence consumer decisions, such as company reputation and previous customer experience.

Limitations

This study has several limitations that should be noted. Firstly, the study was limited to a sample of 320 Indihome customers, which may not be representative of the larger population of internet users in Indonesia. Secondly, the study only examined the effect of the promotion mix on consumer decisions, and did not explore other factors that may influence consumer decisions.

Future Research Directions

This study opens up several opportunities for further research. Firstly, researchers can explore the effect of combinations of other variables that may be more significant in influencing decisions on subscribing to internet services such as IndiHome. Secondly, researchers can examine the impact of other factors that influence consumer decisions, such as company reputation and previous customer experience.

References

[1] Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson Education.
[2] Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership. Free Press.
[3] Doyle, P. (2000). Marketing management and strategy. Prentice Hall.

Appendix

Q: What is the promotion mix, and how does it affect consumer decisions?

A: The promotion mix refers to the combination of advertising, personal sales, and sales promotion used by a company to communicate with its target audience and persuade them to make a purchase. The promotion mix can have a significant impact on consumer decisions, but its effect is often limited to a small percentage of the total decision-making process.

Q: What are the key elements of the promotion mix, and how do they contribute to consumer decisions?

A: The key elements of the promotion mix are advertising, personal sales, and sales promotion. Advertising refers to the use of various media channels to communicate with the target audience and promote a product or service. Personal sales involve direct interaction between the salesperson and the customer, while sales promotion refers to short-term incentives or offers used to encourage customers to make a purchase.

Q: What are the limitations of the promotion mix in influencing consumer decisions?

A: The promotion mix has several limitations in influencing consumer decisions. Firstly, it only contributes a small percentage to the total decision-making process. Secondly, it may not be effective in reaching all segments of the target audience. Finally, it may not be able to overcome other factors that influence consumer decisions, such as service quality and company reputation.

Q: What are some alternative strategies that companies can use to influence consumer decisions?

A: Companies can use several alternative strategies to influence consumer decisions, including:

Improving service quality: Companies can focus on improving their service quality to increase customer satisfaction and loyalty.
Providing better user experience: Companies can provide better user experience by making it easier for customers to access and use their services.
Building a better relationship with customers: Companies can build a better relationship with their customers by engaging with them through various channels and providing them with regular updates on their services.
Exploring other factors that influence consumer decisions: Companies can explore other factors that influence consumer decisions, such as company reputation and previous customer experience.

Q: What are some potential risks associated with relying too heavily on the promotion mix?

A: There are several potential risks associated with relying too heavily on the promotion mix, including:

Overemphasis on short-term gains: Companies may focus too much on short-term gains and neglect long-term strategies that can lead to sustainable growth.
Inability to overcome other factors: Companies may find it difficult to overcome other factors that influence consumer decisions, such as service quality and company reputation.
Decreased customer loyalty: Companies may experience decreased customer loyalty if they rely too heavily on the promotion mix and neglect other factors that contribute to customer satisfaction and loyalty.

Q: What are some potential benefits of using a holistic approach to marketing?

A: There are several potential benefits of using a holistic approach to marketing, including:

Increased customer satisfaction and loyalty: Companies can increase customer satisfaction and loyalty by taking a holistic approach to marketing and focusing on factors that contribute to customer satisfaction and loyalty.
Improved brand reputation: Companies can improve their brand reputation by taking a holistic approach to marketing and focusing on factors that contribute to brand reputation.
Increased competitiveness: Companies can increase their competitiveness by taking a holistic approach to marketing and focusing on factors that contribute to competitiveness.

Q: What are some potential challenges associated with implementing a holistic approach to marketing?

A: There are several potential challenges associated with implementing a holistic approach to marketing, including:

Increased complexity: Companies may experience increased complexity when implementing a holistic approach to marketing, as they need to consider multiple factors that contribute to customer satisfaction and loyalty.
Increased resources: Companies may need to allocate more resources to implement a holistic approach to marketing, as they need to invest in multiple channels and strategies.
Increased risk: Companies may experience increased risk when implementing a holistic approach to marketing, as they need to navigate multiple factors that contribute to customer satisfaction and loyalty.