CONSUMER BEHAVIOR-BASED MARKETING STRATEGY : A STUDY ON INDOSAT OOREDOO USERS IN SURABAYA
Keywords:
marketing strategy, consumer behavior, telecommunications
Abstract
This study aims to analyze the marketing strategy based on consumer behavior of Indosat Ooredoo users in the city of Surabaya. The main focus of the research is to understand consumer behavior in choosing and using telecommunication services, identify factors that influence consumer decisions, and formulate relevant marketing strategies based on consumer preferences and needs. This research uses a qualitative approach with data collection methods in the form of in-depth interviews, observations, and documentation. The informants consist of Indosat Ooredoo consumers and relevant internal parties. The results of the study show that consumer behavior is influenced by preferences for competitive pricing, network stability, service personalization, and digital experience through the MyIM3 application. The main factors that influence consumer decisions include price, network quality, digital innovation, and brand image. Based on these findings, recommended marketing strategies include adjusting data plans for specific market segments, improving network quality, strengthening digital features, and customer service responsiveness. This research has limitations in its limited scope to the city of Surabaya and a qualitative approach that relies on the subjectivity of the informant. Further research with a quantitative approach or a broader scope is recommended to provide a more comprehensive understanding.
References
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Putra, A. P., & Maulana, A. (2022). Reformasi Birokrasi Dalam Merespon Climate Change Pada Green Economy Desa Ngingas. JIMEA (Jurnal Ilmiah MEA (Manajemen, Ekonomi Dan Akuntansi), 6(3), 377–397.
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Xu, L., & Mehta, R. (2022). Technology devalues luxury? Exploring consumer responses to AI-designed luxury products. Journal of the Academy of Marketing Science, 50(6), 1135–1152.
Abdalla, M. M., Oliveira, L. G. L., Azevedo, C. E. F., & Gonzalez, R. K. (2018). Quality in qualitative organizational research: Types of triangulation as a methodological alternative. Administração: Ensino e Pesquisa, 19(1).
Bae, S., Jung, T. H., Moorhouse, N., Suh, M., & Kwon, O. (2020). The influence of mixed reality on satisfaction and brand loyalty in cultural heritage attractions: A brand equity perspective. Sustainability, 12(7), 2956.
Bakir, M., & Atalik, Ö. (2021). Application of fuzzy AHP and fuzzy MARCOS approach for the evaluation of e-service quality in the airline industry. Decision Making: Applications in Management and Engineering, 4(1), 127–152.
Batat, W. (2019). Experiential marketing: Consumer behavior, customer experience and the 7Es. Routledge.
Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, M. (2018). Customer experience challenges: bringing together digital, physical and social realms. Journal of Service Management, 29(5), 776–808.
Braun, T., Fung, B. C. M., Iqbal, F., & Shah, B. (2018). Security and privacy challenges in smart cities. Sustainable Cities and Society, 39, 499–507.
Chopra, A., Avhad, V., & Jaju, and S. (2021). Influencer marketing: An exploratory study to identify antecedents of consumer behavior of millennial. Business Perspectives and Research, 9(1), 77–91.
Churski, P., Herodowicz, T., Konecka-Szydłowska, B., & Perdał, R. (2021). European regional development: Contemporary regional and local perspectives of socio-economic and socio-political changes. Springer Nature.
Cossham, A., & Johanson, G. (2019). The benefits and limitations of using key informants in library and information studies research. Information Research, 24(3).
Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585–593.
Essid, M., & Berland, N. (2018). Adoption of environmental management tools: The dynamic capabilities contributions. Sustainability Accounting, Management and Policy Journal, 9(3), 229–252.
Faheem, M., Shah, S. B. H., Butt, R. A., Raza, B., Anwar, M., Ashraf, M. W., Ngadi, M. A., & Gungor, V. C. (2018). Smart grid communication and information technologies in the perspective of Industry 4.0: Opportunities and challenges. Computer Science Review, 30, 1–30.
Fandrejewska, A., Chmielarz, W., & Zborowski, M. (2022). The impact of the COVID-19 pandemic on the perception of globalization and consumer behavior. Sustainability, 14(15), 9575.
Grandhi, B., Patwa, N., & Saleem, K. (2021). Data-driven marketing for growth and profitability. EuroMed Journal of Business, 16(4), 381–398.
Hannila, H., Silvola, R., Harkonen, J., & Haapasalo, H. (2022). Data-driven begins with DATA; potential of data assets. Journal of Computer Information Systems, 62(1), 29–38.
Hasan, M. M., Nekmahmud, M., Yajuan, L., & Patwary, M. A. (2019). Green Business Value Chain: A Systematic Review. Sustainable Production and Consumption, 20, 326–339.
Hendarwan, D. (2023). Analysis of market driven strategies to increase capabilities and performances advantages in business. JEES: Journal of Economic Empowerment Strategy, 6(1), 1–14.
Hoe, L. C., & Mansori, S. (2018). The effects of product quality on customer satisfaction and loyalty: Evidence from Malaysian engineering industry. International Journal of Industrial Marketing, 3(1), 20.
Islami, X., Mustafa, N., & Topuzovska Latkovikj, M. (2020). Linking Porter’s generic strategies to firm performance. Future Business Journal, 6, 1–15.
Karemani, S. M., & Memeti, E. (2023). Market Competition Determinants Of Consumer Behavior.
Kevrekidis, D. P., Minarikova, D., Markos, A., Malovecka, I., & Minarik, P. (2018). Community pharmacy customer segmentation based on factors influencing their selection of pharmacy and over-the-counter medicines. Saudi Pharmaceutical Journal, 26(1), 33–43.
Kimmel, A., & Kimmel, A. J. (2018). Psychological foundations of marketing: the keys to consumer behavior. Routledge.
Kominfo. (2023). Data Penyelenggaraan Pos dan Informatika Tahun 2023. Data Penyelenggaraan Pos Dan Informatika Tahun 2023, 11, 1–117.
Krishnan, G. (2018). Marketers, big data and intuition–Implications for strategy and decision-making. The University of Liverpool (United Kingdom).
Kumar, V. (2018). A theory of customer valuation: Concepts, metrics, strategy, and implementation. Journal of Marketing, 82(1), 1–19.
Lahtinen, V., Dietrich, T., & Rundle-Thiele, S. (2020). Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context. Journal of Social Marketing, 10(3), 357–375.
Lee, H., Lalwani, A. K., & Wang, J. J. (2020). Price no object!: The impact of power distance belief on consumers’ price sensitivity. Journal of Marketing, 84(6), 113–129.
Leigland, J. (2018). Public-private partnerships in developing countries: The emerging evidence-based critique. The World Bank Research Observer, 33(1), 103–134.
Martín-García, A. V, Redolat, R., & Pinazo-Hernandis, S. (2022). Factors influencing intention to technological use in older adults. The TAM model aplication. Research on Aging, 44(7–8), 573–588.
Milenia, & Marheni, D. K. (2021). The Effect of Covid-19 on Stock Market Return in Consumer Goods Sector in Indonesia. JIMEA: Jurnal Ilmiah Manajemen, Ekonomi, Dan Akutansi, 5(3), 1779–1793.
Monroe, A., Mihayo, K., Okumu, F., Finda, M., Moore, S., Koenker, H., Lynch, M., Haji, K., Abbas, F., & Ali, A. (2019). Human behaviour and residual malaria transmission in Zanzibar: findings from in-depth interviews and direct observation of community events. Malaria Journal, 18, 1–13.
Moon, M. D. (2019). Triangulation: A method to increase validity, reliability, and legitimation in clinical research. Journal of Emergency Nursing, 45(1), 103–105.
Palmatier, R. W., & Sridhar, S. (2020). Marketing strategy: Based on first principles and data analytics. Bloomsbury Publishing.
Panglipursari, D. L., Arif, M. S., & Putra, U. W. (2023). Digital Payment Maximization Strategy As Regional Economic Resilience In Surabaya City. Jurnal Ilmiah MEA (Manajemen, Ekonomi , Dan Akuntansi), 797–812.
Peters, D., Loke, L., & Ahmadpour, N. (2021). Toolkits, cards and games–a review of analogue tools for collaborative ideation. CoDesign, 17(4), 410–434.
Poushneh, A., & Vasquez-Parraga, A. Z. (2019). Emotional bonds with technology: the impact of customer readiness on upgrade intention, brand loyalty, and affective commitment through mediation impact of customer value. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 90–105.
Putra, A. P. (2023). Digital Economy Externalities In Disruption Occupational: A Case Study Of Indonesia. Jurnal Apresiasi Ekonomi, 11(2), 422–433.
Putra, A. P., & Maulana, A. (2022). Reformasi Birokrasi Dalam Merespon Climate Change Pada Green Economy Desa Ngingas. JIMEA (Jurnal Ilmiah MEA (Manajemen, Ekonomi Dan Akuntansi), 6(3), 377–397.
Qazzafi, S. (2019). Consumer buying decision process toward products. International Journal of Scientific Research and Engineering Development, 2(5), 130–134.
Rachmawati, I. (2020). Importance-Performance (IPMA) Analysis of Loyalty in Indonesia Cellular Operator During COVID-19 Pandemic. Jurnal Manajemen Teknologi, 19(2), 177–195.
Rafli, M. A., Rochmawati, & Agung, A. A. G. (2024). Analisis Kepuasan Dan Loyalitas Pelanggan Produk Kue Brownies Menggunakan Perhitungan Net Promoter Score Berbasis Python. 8(3), 199–211.
Rambocas, M., Kirpalani, V. M., & Simms, E. (2018). Brand equity and customer behavioral intentions: a mediated moderated model. International Journal of Bank Marketing, 36(1), 19–40.
Roos, D., & Hahn, R. (2019). Understanding collaborative consumption: An extension of the theory of planned behavior with value-based personal norms. Journal of Business Ethics, 158, 679–697.
Salnikova, E., Strizhakova, Y., & Coulter, R. A. (2022). Engaging consumers with environmental sustainability initiatives: consumer global–local identity and global brand messaging. Journal of Marketing Research, 59(5), 983–1001.
Shah, S. A., Azhar, S. M., & Bhutto, N. A. (2020). Halal marketing: a marketing strategy perspective. Journal of Islamic Marketing, 11(6), 1641–1655.
Shan, S., Luo, Y., Zhou, Y., & Wei, Y. (2019). Big data analysis adaptation and enterprises’ competitive advantages: the perspective of dynamic capability and resource-based theories. Technology Analysis & Strategic Management, 31(4), 406–420.
Shapiro, A. C., & Hanouna, P. (2019). Multinational financial management. John Wiley & Sons.
Smith, C. M., & Sweet, J. (2021). Analyzing the Relationship between Maslow’s Hierarchy of Needs and Consumer Spending Patterns. Journal of Financial Service Professionals, 75(4).
Stangl, B., Prayag, G., & Polster, L. (2020). Segmenting visitors’ motivation, price perceptions, willingness to pay and price sensitivity in a collaborative destination marketing effort. Current Issues in Tourism, 23(21), 2666–2682.
Stocker, V., & Whalley, J. (2018). Speed isn’t everything: A multi-criteria analysis of the broadband consumer experience in the UK. Telecommunications Policy, 42(1), 1–14.
Syarif, A., & Widodo, A. (2020). Konsumen Menggunnakan Metode Customer Satisfaction Index ( CSI ) dan Important Performance Analysis ( IPA ) Pada Bengkel Auto2000 Asia Afrika Bandung, Universitas Telkom Bandung. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 4(3), 685–701.
Szmigin, I., & Piacentini, M. (2018). Consumer Behaviour. Oxford University Press.
Ta, A. H., Aarikka-Stenroos, L., & Litovuo, L. (2022). Customer experience in circular economy: Experiential dimensions among consumers of reused and recycled clothes. Sustainability, 14(1), 509.
Tien, N. H., & Huong, L. T. M. (2023). Factors affecting customers satisfaction on public internet service quality in Vietnam. International Journal of Public Sector Performance Management, 1(1).
Turzo, T., Marzi, G., Favino, C., & Terzani, S. (2022). Non-financial reporting research and practice: Lessons from the last decade. Journal of Cleaner Production, 345, 131154.
Valor, C., Antonetti, P., & Crisafulli, B. (2022). Emotions and consumers’ adoption of innovations: An integrative review and research agenda. Technological Forecasting and Social Change, 179, 121609.
Vargo, S. L., Peters, L., Kjellberg, H., Koskela-Huotari, K., Nenonen, S., Polese, F., Sarno, D., & Vaughan, C. (2023). Emergence in marketing: an institutional and ecosystem framework. Journal of the Academy of Marketing Science, 51(1), 2–22.
Wizinsky, M. (2022). Design after capitalism: Transforming design today for an equitable tomorrow. MIT press.
Wu, X., & Gereffi, G. (2018). Amazon and Alibaba: Internet governance, business models, and internationalization strategies. In International business in the information and digital age (pp. 327–356). Emerald Publishing Limited.
Xu, L., & Mehta, R. (2022). Technology devalues luxury? Exploring consumer responses to AI-designed luxury products. Journal of the Academy of Marketing Science, 50(6), 1135–1152.
Published
2025-03-25
How to Cite
Indrawati, M., Putra, A., & Sama, I. (2025). CONSUMER BEHAVIOR-BASED MARKETING STRATEGY : A STUDY ON INDOSAT OOREDOO USERS IN SURABAYA. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 1791-1813. https://doi.org/10.31955/mea.v9i1.5194
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