Proposed Marketing Strategies of Indihome TV to Increase Brand Awareness and Subscribers

: 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.


INTRODUCTION
Over-the-top (OTT) platforms have experienced phenomenal global growth in recent years [1].Nearly one in three Indonesians now stream OTT.These gains in popularity are attributed to OTT platforms' ability to offer exclusive, rich content that far exceeds the quality and diversity of traditional television viewing experiences [2].Indonesians are increasingly turning to OTT for their favorite shows.Indihome TV, formerly known as Useetv, is a Video Over The Top (OTT) application service that allows users to experience IndiHome TV on various devices, including mobile phones, tablets, and laptops.This digital streaming platform offers diverse entertainment, information, and lifestyle content such as videos, movies, live TV, and TV on Demand.PT.Telkom's development of its own OTT platform, such as Indihome TV, is crucial for maintaining a competitive edge in the telecommunications industry.With the sale of infrastructure or internet networks alone being insufficient to secure a competitive advantage in the future, the emergence of various OTTs utilizing the Indihome network, including Netflix, Vidio, WeTV, and YouTube, poses a significant threat to PT. Telkom's competitive position.
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.Although the number of active users on the website has fluctuated over time, it has reached almost 1.5 million users.On the other hand, the number of active users on Android has remained stagnant, with around 250 thousand users from January 2021 to December 2022.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.Further research is necessary to identify effective strategies for increasing Indihome TV's awareness, ultimately boosting potential consumers' purchase intention.By addressing these areas, the company can work towards expanding its subscriber base and achieving greater success in the OTT market.

METHODOLOGY
The collected data will undergo quantitative analysis using the SMART PLS program.SMART PLS is a widely recognized software tool for structural equation modeling that utilizes the partial least squares (PLS-SEM) approach.PLS-SEM is particularly suitable for structural equation modeling when the data distribution is skewed, and the number of participants is limited [3].The primary data for this study will be gathered through various techniques, including observation, interviews, and questionnaires.The questionnaire will be administered to a sample size of 200 respondents.The sampling unit refers to the research object that possesses several characteristics reflecting elements and will be utilized as samples in the research.Non-probability sampling was employed in this study, implying that not everyone had an equal chance of being selected as a sample.The authors exercised their judgment in selecting respondents and considered the ease of sample collection [4].

A. CUSTOMER ANALYSIS 1) R-Square
The R-square value indicates the extent to which a research model accurately represents a particular phenomenon.Presented below are the findings of the analysis:

2) T Statistics
The acceptance or rejection of the proposed study hypothesis can be determined by comparing the t-statistic value with the critical t-table value.A t-value greater than 1.96 is considered statistically significant [6].Here are the observed results:  Based on the provided table, it is evident that all T-values exceed the threshold of 1.96, indicating a significant and positive association between the latent variables.This analysis reflects the consensus among respondents, as expressed through the questionnaire, regarding the influence of variable x on variable y.  The utilization of the t-statistic value is crucial in achieving one of the primary objectives of this study, which is to ascertain the key product attributes influencing customers' purchasing intentions.The findings reveal that PA3 (Content Variety), PA5 (Available Payment Options), and PA6 (Compatibility) are the most significant product features impacting purchase intention.

3) P Values
The significance of the results can also be assessed using the p-value.A p-value below 0.05 indicates statistical significance [6].
Here are the observed findings: 3751 Based on the P-value analysis conducted, it is evident that all variables demonstrate a significant relationship, implying a positive influence.Thus, it can be concluded that hypotheses H1,H2, H3, and H4 are supported and accepted, as indicated in Table 4.
2) Develop a live chat assistance feature within the Indihome TV application (W3, T1).

CONCLUSION
Considering the challenge of low brand awareness for Indihome TV and the findings from the analysis conducted, effective marketing strategies can be implemented to address this issue.Specifically, engaging in E-Word of Mouth and Social Media Marketing initiatives can significantly contribute to increasing brand awareness and subsequently enhancing purchase intention.

is only able to explain as much as 61% which
represents the phenomenon.The remaining 39% cannot be represented (there are outside variables that affect Brand Awareness).R square → 0.413.This model (XI Brand Awareness, X2 Product Attributes, and Y Purchase Intention)

is only able to explain as much as 41% which
represents the phenomenon.The remaining 59% cannot be represented (there are outside variables that affect Purchase Intention).