PENGARUH STRATEGI BUNDLING TERHADAP MINAT BELI PRODUK PIJAR SEKOLAH (STUDI KASUS PT TELKOM INDONESIA WITEL BANDUNG TAHUN 2023)
Abstract
Keyword: This research aims to investigate the influence of Pijar Sekolah's bundling program within the connectivity package on the purchasing intention of school consumers in the Bandung Telecommunication Area (Witel Bandung), using a case study approach at PT Telkom Indonesia. The research method employed was a survey with sample random sampling technique involving 100 respondents who are customers of Pijar Sekolah package. Data analysis was conducted using simple linear regression analysis. The findings of the study indicate that Pijar Sekolah's bundling program within the connectivity package has a significant influence on the purchasing intention of school consumers in Witel Bandung. Pijar Sekolah provides various benefits, ranging from supporting engaging and enjoyable digital learning, facilitating examination administration, to assisting in the management of school administration and operations. Through the Pijar Sekolah platform, the vision and mission to equalize education in Indonesia and expand technology access in Education 4.0 can be realized.
Keyword: Marketing Strategy, Product Value, Marketing Effectiveness, Pijar Sekolah Bundling Program, School Consumer Purchase Intention
References
Kotler, P. (2018). Manajemen Pemasaran 15 ed. Erlangga.
Tjiptono, F. (2017). Strategi Pemasaran. Andi Offset.
Adisaputro, G. (2019). Manajemen Pemasaran. Salemba
Empat.
Pride, W. M., & Ferr ell, O. C. (2018). Marketing. Cengage
Learning.
Armstrong, G., & Kotler, P. (2019). Marketing: An
Introduction. Pearson.
Lupiyoadi, R. (2013). Manajemen Pemasaran Jasa. Salemba
Empat.
Kotler, P., & Fox, K. F. A. (2013). Manajemen Pemasaran
Jasa. Indeks.
Kotler, P., & Kartajaya, H. (2019). Marketing 5.0:
Technology for Humanity. John Wiley & Sons.
Keller, K. L. (2021). Strategic Brand Management. Pearson.
Ryan, D., & Jones, C. (2022). Understanding Digital
Marketing: Marketing Strategies for Engaging the Digital
Generation. Kogan Page. Chaffey, D., & Ellis-Chadwick, F.
(2019). Digital Marketing Excellence.Routledge.
Deiss, R. (2017). Digital Marketing for Dummies. John
Wiley & Sons.
Tuten, T. L., & Solomon, M. R. (2020). Social Media
Marketing. SAGE Publications.
Qualman, E. (2019). Socialnomics: How social media
transforms the way we live and do business. Wiley.
Kaplan, A. M., & Haenlein, M. (2019). Users of the world,
unite! The challenges and opportunities of Social Media.
Business Horizons.
Karding, A. K., & Sukandar, R. (2018). Media Sosial dan
Pembentukan Opini Publik: Teori, Isu, dan Perkembangan
Terkini. Prenada Media.
Subiyantoro. (2018). Manajemen Pemasaran. Andi. Amit,
R., & Zott, C. (2013). Value Creation in E-Business.
Novelty, Lock-in, Complementary, and Efficiency.
Ferdinand, A., Mas'ud, F., & Supranto, J. (2013).
Manajemen pemasaran: Penjualan dan pelayanan. BPFE:
Yogyakarta.
Candra, A., & Rahman. (2020). Marketing Research.
Penerbit Salemba Empat. Priansa. (2021). Perilaku
Konsumen dalam Persaingan Bisnis Kontemporer. Alfabeta.
Fauziah. (2022). Pengaruh E-Service Quality dan Brand
Image Terhadap Minat Beli Konsumen pada Aplikasi
Berrybenka.
Putri, A. A. (2017). Pengaruh Strategi Bundling Terhadap
Minat Beli Konsumen (Studi Kasus Pada Bee Outbound
Bogor Tahun 2017).
Buananda, M. F. (2018). Pengaruh Strategi Bundling
Terhadap Minat Beli Konsumen di Jakarta (Studi Kasus
Pada Paket Tau 4G Telkomsel).
Daftar Jurnal :
Umachandran, P., Jurcic, R., FerdinandJames, A., Said, J., &
Rashid, A. (2018). The Impact of Industry 4.0 in the Era of
Digital Transformation. Procedia Computer Science, 143,
-831.
Wang, X., & Xie, Y. (2017). Product bundling strategy in
the presence of strategic consumers. Journal of the
Operational Research Society, 68 (9), 1137-1149.
Stremersch & Tellis et al. (2013). Hubungan Antar Variabel.
Rao, V. R., Russell, G. J., Bhargava, H., Cooke, A.,
Derdenger, T., Kim, H., ... & Venkatesh, R. (2017).
Emerging Trends in Product Bundling: Investigating
Consumer Choice and Firm Behavior.
Sharpe, K. M., & Staelin, R. (2010). Consumption Effects of
Bundling: Consumer Perceptions, Firm Actions, and Public
Policy Implications.
Jena, S. K. (2021). Closed-loop supply chain models with
bundling strategy.
Shao, L., & Li, S. (2017). Bundling and product strategy in
channel competition.
Xu, B., Yao, Z., & Tang, P. (2018). Pricing strategies for
information products with network effects and bundling
strategy.
Adams, W. J., & Yellen, J. (2013). Bundling strategy: A
marketing approach. McCall, R. B., Brady, S. E., & Sassler,
J. L. (2020). The Stages of Research: A
Review and Synthesis. Sociological Methods & Research, 1-
