Strategic marketing analysis for enhancing competitiveness and customer satisfaction: a case study of Indihome TV in Pasuruan City
DOI:
https://doi.org/10.22441/oe.2025.v17.i1.130Keywords:
Indihome TV, Marketing strategy, SWOT analysis, QSPM, Competitiveness, Customer satisfactionAbstract
This study aims to develop effective marketing strategies for Indihome TV to enhance its competitiveness and customer satisfaction in Pasuruan City. Utilizing a comprehensive approach, the research integrates tools such as the Internal Factor Evaluation (IFE) Matrix, External Factor Evaluation (EFE) Matrix, SWOT analysis, Boston Consulting Group (BCG) Matrix, and Quantitative Strategic Planning Matrix (QSPM). Eleven alternative strategies were identified, of which five were prioritized: conducting targeted marketing campaigns emphasizing ease of access to entertainment, increasing the frequency of discounts, offering economical subscription packages, providing flexible channel selection options, and rewarding loyal customers.
The results highlight the significance of addressing customer concerns, particularly pricing and convenience, to improve brand recognition and attract a wider audience. Key strategies such as promoting tailored packages and enhancing customer loyalty through discounts and bonuses are designed to align Indihome TV’s offerings with customer needs. The Pareto Chart analysis confirmed that these top five strategies account for over 50% of the company’s potential improvement in marketing outcomes.
These findings provide a strategic roadmap for Indihome TV to strengthen its market position, improve customer retention, and achieve sustainable growth. This research emphasizes the importance of aligning marketing strategies with internal strengths and external opportunities to address competitive pressures effectively.
Downloads
References
Akbar, M. J., Qurtubi, Q., & Maghfiroh, M. F. N. (2022). Perancangan Strategi Pemasaran Menggunakan Metode SWOT dan QSPM untuk Meningkatkan Penjualan Beras. Jurnal INTECH Teknik Industri Universitas Serang Raya, 8(1), 61–67. https://doi.org/10.30656/intech.v8i1.4595
Anggara, H., & Hasibuan, S. (2020). Pemetaan dan strategi peningkatan kinerja Lembaga Pelayanan Perizinan Daerah dengan metode MBNQA-SWOT. Jurnal Operations Excellence: Journal of Applied Industrial Engineering, 12(1), 28-39.
Azzahra, Q., Wahyuningtyas, R., & Firli, A. (2024). Marketing Strategy Analysis Using Swot And Qspm Matrix (Case Study On Guzzini Msmes). International Journal of Science, Technology & Management, 5(4), 863–877. https://doi.org/10.46729/ijstm.v5i4.1124
Barak, S., & Javanmard, S. (2020). Outsourcing modelling using a novel interval-valued fuzzy quantitative strategic planning matrix (QSPM) and multiple criteria decision-making (MCDMs). International Journal of Production Economics, 222, 107494. https://doi.org/10.1016/j.ijpe.2019.09.015
Bili, F. A. (2022). Determining Marketing Methods Using SWOT Analysis and QSPM. Indonesian Journal of Multidisciplinary Science, 1(6), 613–620. https://doi.org/10.55324/ijoms.v1i6.117
Chandra, P., & Kumar, J. (2021). Strategies for developing sustainable tourism business in the Indian Himalayan Region: Insights from Uttarakhand, the Northern Himalayan State of India. Journal of Destination Marketing & Management, 19, 100546. https://doi.org/10.1016/j.jdmm.2020.100546
Citra Birru, A., Sudarmiatin, S., & Hermawan, A. (2022). Competitive Strategies in The Lodging Service Sector : Five Porter Analyses And Case Study SWOT Analysis. Journal of Business and Management Review, 3(1), 001–017. https://doi.org/10.47153/jbmr31.2732022
David, F. R. (2011). Strategic Management Concepts and Cases (13th ed.). Pearson Hall.
David, M. E., David, F. R., & David, F. R. (2017). The quantitative strategic planning matrix: a new marketing tool. Journal of Strategic Marketing, 25(4), 342–352. https://doi.org/10.1080/0965254X.2016.1148763
Dulčić, Ž., Gnjidić, V., & Alfirević, N. (2012). From Five Competitive Forces to Five Collaborative Forces: Revised View on Industry Structure-firm Interrelationship. Procedia - Social and Behavioral Sciences, 58, 1077–1084. https://doi.org/10.1016/j.sbspro.2012.09.1088
Garg, R., Chhikara, R., Agrawal, G., Rathi, R., & Arya, Y. (2024). Sustainable marketing mix and supply chain integration: A systematic review and research agenda. Sustainable Futures, 8, 100269. https://doi.org/10.1016/j.sftr.2024.100269
Ghorbani, A., Raufirad, V., Rafiaani, P., & Azadi, H. (2015). Ecotourism sustainable development strategies using SWOT and QSPM model: A case study of Kaji Namakzar Wetland, South Khorasan Province, Iran. Tourism Management Perspectives, 16, 290–297. https://doi.org/10.1016/j.tmp.2015.09.005
Grönroos, C. (1982). Strategic management and marketing in the service sector. Swedish School of Economis and Business Admistration.
Hintoro, S., & Fritz Wijaya, A. (2021). Analisis Strategi Bersaing Pada Biznet Branch Salatiga Menggunakan Porter’s Five Forces. Jurnal Ekonomi Manajemen Sistem Informasi, 2(6), 729–738. https://doi.org/10.31933/jemsi.v2i6.613
Jeelani, P., & Shah, S. A. (2024). Strategic insights for sustainable tourism development in Kashmir Valley: SWOT and QSPM analysis. Environmental Development, 52, 101092. https://doi.org/10.1016/j.envdev.2024.101092
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education Limited.
Kurniawan, H. (2021). Pengantar Praktis Penyusunan Instrumen Penelitian (1st ed.). Deepublish.
Laksmi, A. P., & Zunaidi, R. A. (2023). Organizational Strategy Analysis to Increase Competitiveness Using SWOT and QSPM Methods at U.D. Garuda Jaya. Jurnal Bisnis Dan Manajemen, 10(1), 45–54. https://doi.org/https://doi.org/10.26905/jbm.v10i1.9845
Laura Prasasti, & Ayu Feranika. (2024). Perencanaan Strategi Pengembangan Usaha Menggunakan Formulasi Matrik SWOT dan Metode QSPM. Journal of Trends Economics and Accounting Research, 4(3), 680–686. https://doi.org/10.47065/jtear.v4i3.1077
Mokosuli, T. A. P. J., Mangare, J., & Tjakra, J. (2023). Evaluasi Sisa Material Konstruksi Menggunakan Metode Pareto Dan Fishbone Diagram Pada Proyek Pembangunan Rumah Tipe 72/125; Di Perumahan Sawangan Permai. TEKNO, 21(85), 849–856.
Nghiêm-Phú, B. (2022). Customers’ perspectives on marketing mix elements in social media-based purchases. Int. J. Internet Marketing and Advertising, 16(1), 81–97.
Nowira, P. A., & Sari, R. P. (2021). Strategi Persaingan Jamu Gunanty Menggunakan Matriks: Internal Eksternal, Bowman Strategy, Grand Strategy dan Profil Kompetitif. JISI: Jurnal Integrasi Sistem Industri, 8(2), 53. https://doi.org/10.24853/jisi.8.2.53-64
Olson, E. L. (2022). ‘Sustainable’ marketing mixes and the paradoxical consequences of good intentions. Journal of Business Research, 150, 389–398. https://doi.org/10.1016/j.jbusres.2022.05.063
Paksoy, T., Gunduz, M. A., & Demir, S. (2023). Overall competitiveness efficiency: A quantitative approach to the five forces model. Computers & Industrial Engineering, 182, 109422. https://doi.org/10.1016/j.cie.2023.109422
Pomering, A. (2017). Marketing for Sustainability: Extending the Conceptualisation of the Marketing Mix to Drive Value for Individuals and Society at Large. Australasian Marketing Journal, 25(2), 157–165. https://doi.org/10.1016/j.ausmj.2017.04.011
Pratiwi, A., Sutopo, W., Zakaria, R., & Rasli, A. M. (2017). Formulating Strategy Through QSPM Based on SWOT Framework: A Case Study Spin-Off Company in Malaysia. Advanced Science Letters, 23(9), 8646–8651. https://doi.org/10.1166/asl.2017.9945
Qanita, A. (2020). Analisis Strategi Dengan Metode Swot Dan Qspm (Quantitative Strategic Planning Matrix): Studi Kasus Pada D’gruz Caffe Di Kecamatan Bluto Sumenep. Komitmen: Jurnal Ilmiah Manajemen, 1(2), 11–24. https://doi.org/10.15575/jim.v1i2.10309
Rukajat, A. (2018). Desain penelitian : Pendekatan Penelitian Kualitatif (Qualitative Research Approach) (1st ed.). Deepublish.
Sari, L. (2020). Analisis Perumusan Strategi Bisnis Pada PT. Tri Wanka Sejahtera. Jurnal Ekonomi Manajemen Sistem Informasi, 1(5), 523–531. https://doi.org/10.31933/jemsi.v1i5.223
Sedarmayanti. (2018). Manajemen strategi (3rd ed.). Refika Aditama.
Sugiyono. (2014). Metode Penelitian kuantitatif, kualitatif dan R & D. Alfabeta.
Downloads
Published
How to Cite
Issue
Section
License
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that:
1. This paper has not been published in the same form elsewhere.
2. It will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
3. A copyright permission is obtained for materials published elsewhere and which require this permission for reproduction.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the exclusive right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
1. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in the Work.
2. Authors may reproduce or authorize others to reproduce the Work or derivative works for the authors personal use or for company use, provided that the source and the UMB copyright notice are indicated, the copies are not used in any way that implies UMB endorsement of a product or service of any employer, and the copies themselves are not offered for sale.
3. Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
