STRATEGI MARKETING KARTU BY.U DI TELKOMSEL
DOI:
https://doi.org/10.46368/dpkm.v5i1.3882Abstract
Abstract: With the rapid growth of the telecommunications industry in Indonesia, companies are driven to innovate to meet the needs of the younger generation, who are increasingly reliant on digitalization. PT Telekomunikasi Selular (Telkomsel) introduces by.U as a product targeting Gen Z through a flexible digital approach. Based on internship experiences in the Direct Sales and Digital Branch division at Telkomsel Surabaya, this article analyzes the marketing strategies of by.U using methods such as active participation in offline events, social media analysis, and the implementation of digital campaigns through marketplaces. The results indicate that digital-based marketing, supported by personal interaction in the field, can enhance brand awareness and customer loyalty. Challenges such as intense market competition and the need to improve customer engagement can be addressed through comprehensive strategic approaches.
Keywords:digitalization, gen Z, digital marketing, by.U
Abstrak: Dengan terus berkembang pesatnya industri telekomunikasi di Indonesia, mendorong perusahaan untuk berinovasi demi memenuhi kebutuhan generasi muda yang semakin bergantung pada digitalisasi. PT Telekomunikasi Selular (Telkomsel) menghadirkan kartu by.U sebagai produk yang menyasar Gen Z melalui pendekatan digital yang fleksibel. Berdasarkan pengalaman magang di divisi Direct Sales and Digital Branch Telkomsel Surabaya, artikel ini menganalisis strategi marketing kartu by.U dengan menggunakan metode partisipasi aktif dalam event offline, analisis media sosial, dan implementasi kampanye digital melalui marketplace. Hasil menunjukkan bahwa pemasaran berbasis digital, yang didukung dengan interaksi personal di lapangan, dapat meningkatkan brand awareness juga loyalitas pelanggan. Tantangan seperti kompetisi ketat di pasar dan kebutuhan untuk meningkatkan engagement pelanggan dapat diatasi dengan pendekatan strategis yang menyeluruh.
Kata kunci: digitalisasi, gen Z, marketing digital, by.U
