Abstract :

Over-the-top (OTT) platforms have experienced phenomenal global growth in recent years. Indonesians are increasingly turning to OTT for their favorite shows. Nearly one in three Indonesians now stream OTT. Indihome TV, is a Video Over The Top (OTT) application service that allows users to experience IndiHome TV on various devices. PT. Telkom’s development of its own OTT platform, such as Indihome TV, is crucial for maintaining a competitive edge in the telecommunications industry. However, despite the availability of IndiHome TV on the application, only a limited number of users are aware of its existence. There are only a few active users of the IndiHome TV app.The low number of subscribers of Indihome TV presents a significant challenge. To address this issue, it is crucial for the company to enhance brand awareness and develop strategies tailored to their target consumers. The objectives of this research are to increase brand awareness of Indihome TV, identify significant product attributes influencing customer purchase intention, and design effective marketing strategies to promote the Indihome TV premium package. A quantitative methodology is employed, involving customer analysis and hypothesis testing. Questionnaires are distributed to potential target market respondents who have previous experience with OTT platforms. The collected data is processed using SMART PLS. The research findings reveal that Social Media Marketing and E-WOM have a positive impact on Brand Awareness. Additionally, significant product attributes influencing customer purchase intention include content variety, available payment options, and compatibility. Both Brand Awareness and Product Attributes positively influence Purchase Intention. Based on these findings, several recommendations are made. These include collaborating with local film production companies to enhance content offerings, partnering with Telkomsel to create bundled packages, implementing a point-based system to encourage user reviews, and delivering a seamless user experience across platforms and devices. These strategies are derived from internal and external analysis, as well as the SWOTTOWS analysis and QSPM Matrix.

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Keywords :

Brand awareness, E-WOM, OTT Industry, Product Attributes, Purchase Intention., Social Media Marketing

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