Analisis Strategi Pemasaran Digital Layanan Indibiz dalam Menjangkau Usaha Kecil dan Menengah di Kota Yogyakarta
DOI:
https://doi.org/10.35870/jemsi.v12i1.5729Keywords:
Digital Marketing Strategy, 7P Marketing Mix, Brand Awareness, Customer Satisfaction, SMEsAbstract
This study aims to determine the effectiveness of the Indibiz service marketing strategy implemented by PT Telkom Indonesia Witel Yogyakarta in reaching Small and Medium Enterprises (SMEs). The background of this study is based on the low level of awareness and utilization of Indibiz B2B digital services among SMEs, even though the product is designed to support digital business transformation. This study uses a qualitative descriptive approach with a case study method. Data were collected through in-depth interviews, observations, and documentation involving Indibiz Account Managers and SME customers in Yogyakarta City. The results show that the implementation of the 7P marketing mix and digital marketing strategies have a positive effect on increasing brand awareness, satisfaction, and customer loyalty. Product, process, and people elements are the dominant factors that shape customer satisfaction, while digital promotion and price aspects still need to be improved. A personal approach through Account Managers has proven effective in building long-term relationships with customers. This study provides an empirical contribution to the B2B service marketing literature, with an emphasis on the importance of educational communication and interpersonal relationships in digital marketing strategies. These findings also offer practical implications for Telkom Indonesia to strengthen education-based promotional strategies and develop customer loyalty programs in the SME segment.
Downloads
References
Açikgöz, F. Y., Kayakuş, M., Zăbavă, B.-Ștefania, & Kabas, O. (2024). Brand reputation and trust: The impact on customer satisfaction and loyalty for the Hewlett-Packard brand. Sustainability, 16(22), 9681. https://doi.org/10.3390/su16229681.
Aditya, R., & Rusdianto, R. Y. (2023). Penerapan digital marketing sebagai strategi pemasaran UMKM. Jurnal Pelayanan Dan Pengabdian Masyarakat Indonesia, 2(2), 96–102. https://doi.org/10.55606/jppmi.v2i2.386.
Agag, G., Shehawy, Y. M., Almoraish, A., Eid, R., Chaib Lababdi, H., Gherissi Labben, T., & Abdo, S. S. (2024). Understanding the relationship between marketing analytics, customer agility, and customer satisfaction: A longitudinal perspective. Journal of Retailing and Consumer Services, 77, 103663. https://doi.org/10.1016/j.jretconser.2023.103663.
Apriandi, N. D., Soleh, A., & Irwanto, T. (2023). The effect of application of AIDA (Attention, Interest, Desire, and Action) on Telkomsel card purchase decisions in Bengkulu City. Jurnal Akuntansi, Manajemen Dan Bisnis Digital, 2(2). https://doi.org/10.37676/jambd.v2i2.4379.
Aprilia, P., & Sukri, S. A. (2025). Analisis pengaruh perceived ease of use, e-service quality, dan data security terhadap kepuasan pengguna aplikasi e-wallet Dana di Kota Pekanbaru. Forum Ekonomi: Jurnal Ekonomi, Manajemen Dan Akuntansi, 27(2), 340–350. https://doi.org/10.30872/jfor.v27i2.2689.
Aryoni, A., Eldine, A., & Muniroh, L. (2019). Pengaruh inovasi produk terhadap loyalitas konsumen. Manager: Jurnal Ilmu Manajemen, 2(2), 1. https://doi.org/10.32832/manager.v2i2.2557.
Creswell, J. W., & Creswell, J. D. (2023). Research design: Qualitative, quantitative, and mixed methods approaches (6th ed.). SAGE.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168.
Errlinda, & Putra, I. S. (2023). Inovasi dan strategi pemasaran produk Indibiz di PT. Telkom Indonesia. Prosiding Seminar Nasional Teknologi Komputer Dan Sains, 1(1), 299–306.
Ghorbanzadeh, D., & Rahehagh, A. (2021). Emotional brand attachment and brand love: The emotional bridges in the process of transition from satisfaction to loyalty. Rajagiri Management Journal, 15(1), 16–38. https://doi.org/10.1108/RAMJ-05-2020-0024.
Hajar, M. A., Alkahtani, A. A., Ibrahim, D. N., Al-Sharafi, M. A., Alkawsi, G., Iahad, N. A., Darun, M. R., & Tiong, S. K. (2022). The effect of value innovation in the superior performance and sustainable growth of telecommunications sector: Mediation effect of customer satisfaction and loyalty. Sustainability, 14(10), 6342. https://doi.org/10.3390/su14106342.
Hakiki, I., Hidayat, A., & Muhlison, M. B. (2022). The effect of e-service quality from Telkom Care towards Indihome on customer loyalty. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(1), 341–356.
Jaiswal, V. K. (2023). Digital marketing in SMEs: Data-driven strategies overview. Multidisciplinary International Journal of Research and Development (MIJRD), 2(5), 41–53.
Jung, S.-U., & Shegai, V. (2023). The impact of digital marketing innovation on firm performance: Mediation by marketing capability and moderation by firm size. Sustainability, 15(7), 5711. https://doi.org/10.3390/su15075711.
Kamyabi, M., Özgit, H., & Ahmed, J. N. (2025). Sustaining digital marketing strategies to enhance customer engagement and brand promotion: Position as a moderator. Sustainability, 17(7), 3270. https://doi.org/10.3390/su17073270.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed., global edition). Pearson.
Malau, H., & Sitanggang, J. K. F. (2024). The impact of trust and service quality on customer loyalty in e-commerce. JPPI (Jurnal Penelitian Pendidikan Indonesia), 10(3), 366. https://doi.org/10.29210/020244031.
Meena, M. E., & Geng, J. (2022). Dynamic competition in telecommunications: A systematic literature review. Sage Open, 12(2), 21582440221094609. https://doi.org/10.1177/21582440221094609.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications, Inc.
Pascucci, F., Savelli, E., & Gistri, G. (2023). How digital technologies reshape marketing: Evidence from a qualitative investigation. Italian Journal of Marketing. https://doi.org/10.1007/s43039-023-00063-6.
Pizam, A., & Godovykh, M. (2022). Brand awareness. In D. Buhalis (Ed.), Encyclopedia of tourism management and marketing (pp. 352–354). Edward Elgar Publishing. https://doi.org/10.4337/9781800377486.brand.awareness.
Pourkabirian, A., Habibian, M., & Pourkabirian, A. (2021). Brand attitude in social networks: The role of eWoM (Version 2). arXiv. https://doi.org/10.48550/ARXIV.2109.15315.
Putri, A. B., Sefnedi, S., & Harahap, E. febrina. (2024). The effect of digital marketing and price on customer loyalty: The role of customer satisfaction as a mediator. International Research Journal of Economics and Management Studies, 3(4). https://doi.org/10.56472/25835238/IRJEMS-V3I4P127.
Queiroz, M. M., Fosso Wamba, S., Machado, M. C., & Telles, R. (2020). Smart production systems drivers for business process management improvement: An integrative framework. Business Process Management Journal, 26(5), 1075–1092. https://doi.org/10.1108/BPMJ-03-2019-0134.
Safitri, S. G., & Dewi, S. S. (2025). Kualitas layanan dan kemudahan penggunaan sebagai kunci kepuasan pelanggan Gojek di Polban. Jurnal Bisnis Dan Kewirausahaan, 14(1), 149–160. https://doi.org/10.37476/jbk.v14i1.4956.
Sandika, S., Hardinata, W., & Maleha, N. Y. (2025). Analisis pengaruh kualitas pelayanan, persepsi harga dan kepuasan terhadap loyalitas konsumen (Studi kasus pada e-commerce Shopee). Jurnal Ekonomi Bisnis, Manajemen Dan Akuntansi, 4(1), 213–222. https://doi.org/10.61930/jebmak.v4i1.1119.
Schiebler, T., Lee, N., & Brodbeck, F. C. (2025). Expectancy-disconfirmation and consumer satisfaction: A meta-analysis. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-024-01078-x.
Sofian, S. C., & Handoyo, S. E. (2025). Pengaruh kepercayaan, kepuasan, pengalaman, dan kualitas layanan terhadap loyalitas pelanggan pada nasabah bank digital di Jakarta. Jurnal Manajemen Bisnis Dan Kewirausahaan, 9(1), 71–82. https://doi.org/10.24912/jmbk.v9i1.33836.
Syastra, M. T., & Adam, S. (2017). Penggunaan media sosial dengan pendekatan model AIDA bagi usaha kecil dan menengah. Jurnal Sistem Informasi Bisnis, 7(2), 114. https://doi.org/10.21456/vol7iss2pp114-119.
Tarazona-Montoya, R., Devece, C., Llopis-Albert, C., & García-Agreda, S. (2024). Effectiveness of digital marketing and its value in new ventures. International Entrepreneurship and Management Journal, 20(4), 2839–2862. https://doi.org/10.1007/s11365-024-00959-5.
Terason, S., Pattanayanon, P., & Phawitpiriyakliti, C. (2025). From interaction to loyalty: The role of digital engagement in automobile consumers. Human Behavior and Emerging Technologies, 2025(1), 9912657. https://doi.org/10.1155/hbe2/9912657.
Tristanto, T. A., & Hurriyati, R. (2023). AIDA model as a marketing strategy to influence consumer buying interest in the digital age. Budapest International Research and Critics Institute-Journal (BIRCI-Journal). https://doi.org/10.33258/birci.v4i4.3319.
Utami, R., & Fauzi, A. (2023). Strategi pemasaran usaha mikro, kecil dan menengah (UMKM) di era revolusi industri 4.0. Jurnal Akuntansi Dan Manajemen Bisnis, 3(1), 90–94. https://doi.org/10.56127/jaman.v3i1.663.
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889–901. https://doi.org/10.1016/j.jbusres.2019.09.022.
Wan, Y. (2023). Investigating the impact and effectiveness of digital marketing on brand awareness, sales and customer engagement. Advances in Economics, Management and Political Sciences, 51(1), 146–152. https://doi.org/10.54254/2754-1169/51/20230651.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 W.M. Rhomas Nabbaro AS, Albari Albari
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
