Abstract :

This study explores the current purchasing behavior of companies in forming partnerships with solar PV developer companies (B2B), using a decision journey methodology. It investigates the impact of implementing renewable energy, particularly solar PV, in Indonesia, as well as the encouragement from local government to accelerate solar PV development. Additionally, Indonesia’s substantial solar PV potential has intensified competition among solar PV development companies to capture new markets. PT. XYZ aims to expand its market share using the decision journey methodology, driven by a significant market gap of approximately 300 trillion compared to its two main competitors.

Through qualitative analysis, including interviews with five representatives from a large company in the business electricity sector with over 50 tenant companies, insights were gathered into the diverse decision-making processes within this service category. The findings underscore the importance of tailored marketing strategies based on product attributes. Overall, this research illuminates evolving consumer behavior in forming partnerships with solar PV developer companies through a B2B market approach, offering valuable insights for strategic marketing.

---

Keywords :

Competitor Analysis, Customer Analysis, Decision Journey, Hierarchy of Effect, Marketing Mix, Marketing Strategy B2B, STP Analysis.

---

References :

1. Swaminathan, Vanitha and Keller, Kevin Lane. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition 5th Edition. Pearson.
2. Belch, Michael and Belch George. (2021). Advertising and Promotion: An Integrated Marketing Communication Perspective, 12^th Mc Graw Hill.
3. Wasieleski, David M, Lawrence, Anne, Weber, James, and Hill, Vanessa D. (2023). Business and Society: Stakedolders, Ethics, Puclic Policy, 17^th Mc Graw Hill.
4. Blok, Kornelis, Quist, Jaco, and Langer, Jannis. (2021). Review of Renewable Energy Potentials in Indonesia and Their Contribution to a 100% Renewable Electricity System. Licensee MDPI, Basel, Switzerland. Energies 2021, 14, 7033. https: / / doi.org/10.3390/en14217033.
5. Muharam, Harjum, and Aji, Valentino Nedya Kresno. (2023). A Marketing Strategy Analysis: Market Entry Plan Of Flocus To Indonesian Market. Diponegoro Journal of Management. Volume 12, Nomor 1, Tahun 2023, ISSN (Online): 2337-3792. https://ejournal-s1.undip.ac.id/index.php/dbr
6. Akbar, Zafar. Analyzing the Potential for Utilization of New Renewable Energy to Support the Electricity System in the Cianjur Regency Region. Fidelity: Jurnal Teknik Elektro, Volume 3, Nomor 3, September 2021, p-6. P-ISSN: 2686-3650. E-ISSN: 2686-3642.
7. Silalahi, Parulian. (Jakarta, 2018). Press Release: The 2^nd World Parliamentary Forum on Sustainable Development: Achieving Green Energy Toward SDGS. Kementerian PPN/Bappenas.
8. Dewi, Eniya Listiani. (2024). Power Point: Permen ESDM No 2/2024 tentang PLTS Atas yang Terhubung pada Jaringan Tenaga Listrik Pemegang IUPTLU. Kementerian Energi dan Sumber Daya Mineral Republik Indonesia
9. Ansari, Abdul Haseeb, Ghazali, Farahdillah, and Karim, Ridoan. (November, 2020). Renewable Energy Regulations in Indonesia and India: A Comparative Study on Legal Framework. Published by Faculty of Law, Universitas Negeri Semarang, Indonesia. Volume 5 Issue 2. ISSN (Print) 2548-1584. ISSN (Online) 2548-1592. https://journal.unnes.ac.id/sju/index.php/jils.

10. Sutasrso, Yudi, Rachmat, Basuki, Laksono, Fakhruddin Agung. (2024). B2B Customer Segmentation Based on Customer Lifetime Value Concept and RFM Modeling. International Journal Economics Development Research, Volume 5(1), pp. 539-557.
11. Surianto, Moh. Agung and Putri, Faradilla Indah Wahyu. (Janiari, 2022). Strategi Mengelola Hubungan Pelanggan Pada Kajian Business To Business PT Wakabe Indonesia. Jurnal Indonesia Sosial Sains. Volume 3 Nomor 1. E-ISSN: 2723-6595.P-ISSN:2723-6692. Doi: 1036418/jiss.v3il.501. https://jiss.publikasiindonesia.id/
12. Fairuz, Youla. 2024. The Decision-Making Journey of Buying Personal Care Product at Indonesia Supermarket: A Qualitative Study. Volume 07 Issue 02. ISSN (print): 2644-0490, ISSN (online): 2644-0504. DOI: 10.47191/jefms/v7-i2-37, impact Factor:8.044. Pp 1180-1186.