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Abstract
Bauran pemasaran menjadi salah satu aspek yang sangat penting untuk melakukan competitive intelligence. Banyak perusahaan badan usaha miliki negara (BUMN) hingga swasta saat ini bergerak di bidang teknologi informasi dan kommunikasi. PT Telkom Indonesia merupakan sebuah perusahaan yang bergerak di bidang teknologi informasi dan komunikasi. Penelitian ini bertujuan untuk mengetahui bagaimana penggunaan bauran pemasaran sebagai bagian dari competitive intelligence PT Telkom Indonesia Regional III. Penelitian ini bersifat kualitatif dengan menggunakan metode wawancara dan observasi langsung dilapangan. Hasil penelitian ini menunjukan bahwa penerapan bauran pemasaran sebagai bagian dari competitive intelligence PT Telkom Indonesia Regional III berfungsi untuk membuat atau menentukan strategi perusahaan selanjutnya agar perusahaan bisa bersaing dipasar serta bisa mengakuisisi lebih banyak konsumen.
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References
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References
Andreassi, T. dan Siqueira, E.M.R. (2006) “The funding of new technology-based firms in Brazil,” International Journal of Entrepreneurship and Innovation Management, 6(4–5), hal. 369–382. Tersedia pada: https://doi.org/10.1504/IJEIM.2006.010371.
Avlonitis, G.J. dan Indounas, K.A. (2005) “Pricing objectives and pricing methods in the services sector,” Journal of Services Marketing, 19(1), hal. 47–57. Tersedia pada: https://doi.org/10.1108/08876040510579398.
Cantika, L. (2021) Kemajuan Teknologi di Era Saat Ini, Kompasiana. Tersedia pada: https://www.kompasiana.com/cantikalulu/609435058ede4866a37f4b53/kemajuan-teknologi-di-era-saat-ini (Diakses: 22 Mei 2023).
Chong, K.W. (2003) The Role of Pricing in Relationship Marketing—A Study of the Singapore Heavy Equipment Spare Parts Industry. University of South Australia.
Darmawan, H. (2022) Kemenkominfo Mencatat Jumlah Pengguna Internet di Indonesia Mencapai 202,35 Juta Orang, Tribun Techno. Diedit oleh M. Zulfikar. Tersedia pada: https://www.tribunnews.com/techno/2022/01/20/kemenkominfo-mencatat-jumlah-pengguna-internet-di-indonesia-mencapai-20235-juta-orang (Diakses: 22 Mei 2023).
Goi, C.L. (2009) “A Review of Marketing Mix: 4Ps or More?,” International Journal of Marketing Studies, 1(1), hal. 2–16. Tersedia pada: https://pdfs.semanticscholar.org/006a/f4780f1cff9f7075ab5b7073f4cebb32c3d5.pdf.
Hinterhuber, A. (2008a) “Customer value‐based pricing strategies: why companies resist,” Journal of Business Strategy, 29(4), hal. 41–50. Tersedia pada: https://doi.org/10.1108/02756660810887079.
Hinterhuber, A. (2008b) “Value delivery and value-based pricing in industrial markets,” in A.G. Woodside, F. Golfetto, dan M. Gibbert (ed.) Creating and managing superior customer value. Emerald Group Publishing Limited (Advances in Business Marketing and Purchasing), hal. 381–448. Tersedia pada: https://doi.org/10.1016/S1069-0964(08)14011-X.
Kahaner, L. (1998) Competitive Intelligence: How to Gather, Analyze, and Use Information to Move Your Business to the Top. New York: Touchstone.
Kotler, P. dan Armstrong, G. (2014) Principles of Marketing. 15 ed. Essex: Pearson Education Limited.
Kotler, P. dan Keller, K.L. (2016) Marketing Management. 15 ed. London: Pearson Education Limited.
PT Telkom Indonesia (Persero) Tbk (2022) Indihome Index, PT Telkom Indonesia (Persero) Tbk. Tersedia pada: https://www.indihome.co.id/ (Diakses: 22 Mei 2023).
Szopa, P. dan Pekala, W. (2012) “Distribution Channels and Their Roles in the Enterprise,” Polish Journal of Management Studies, 6, hal. 143–150. Tersedia pada: https://pjms.zim.pcz.pl/resources/html/article/details?id=187677&language=en.
Telkom Jawa Barat (2023) Instagram Telkom Jawa Barat, Instagram. Tersedia pada: https://www.instagram.com/telkomjabar/?hl=en (Diakses: 23 Mei 2023).
Wuri, R.L. (2022) Kebijakan TV Digital Mulai Dijalankan, TV Analog Resmi Dimatikan di Wilayah Jabodetabek!, Warta Ekonomi. Diedit oleh A. Ginastiar. Tersedia pada: https://wartaekonomi.co.id/read456539/kebijakan-tv-digital-mulai-dijalankan-tv-analog-resmi-dimatikan-di-wilayah-jabodetabek (Diakses: 22 Mei 2023).