INFLUENCE OF PERCEPTION ON CUSTOMER BEHAVIOR OF PRODUCT ADVERTISING THROUGH USEETV (CASE STUDY IN BALIKPAPAN CITY OF INDONESIA)

Muhammad Wachid Mushlih, Indrawati Indrawati

Abstract

Internet customers in Indonesia, especially Indihome's customers, experienced significant growth. Indihome National's customers at the end of December 2016 amounted to about 1,5 million customers. Indihome customers in Balikpapan at the end of December 2016 are about 23 thousand customers, at the end of December 2017 are 31 thousand so growth customer is 35% . Penetration of Internet users in Indonesia continues to grow along with technological developments. Telkom Indonesia launched Indihome product in early 2015, which is bundling product package with fiber optic access consisting of high speed internet service, fixed phone and IPTV by UseeTV brand. Telkom Indonesia launched Indihome product in early 2015, which is bundling product package by fiber optic access consisting of high speed internet service, fixed phone and IPTV, and the brand name is UseeTV. Some advantages of UseeTV Indihome Telkom Indonesia include clear picture and sound, TV service can be replay for 7 days backward, can be pause, many number of TV channel service and some other advantages.

At this time, the companies that promote their products through advertisements on TV media often use free-to-air, TV broadcasts to all TV owners. TV advertising is considered quite expensive and less effective because many target audience that is not a target market of the company's products. So it makes inefficient. Promotion to advertise the company's products on UseeTV is expected to be more effective with cheaper cost, because customer of UseeTV can be segmented according to its behavior, geographical segmentation and can be adjusted to the characteristics of the company product. Segmented promotion expected to more effectively attract customers through AIDA, to purchase products advertised by UseeTV.

The research data through questionnaires is distributed online using google docs application to customers of UseeTV Indihome in Balikpapan City for sports genre segment. Data analysis in this research using a simple linear regression statistic method (linear regression). The research got result that customer behavior seen from AIDA to advertised product influenced by consumer perception to advertisement through UseeTV for Indihome customer of sport genre in Balikpakpan City equal to 39,66%, while 60,34% influenced by other factor. Linear relationship between variable X and variable Y in research can be formulated with linear regression equation Y = 9,406 + 0,3303X.

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