HE EFFECT OF CHANNE L ATTRIBUTES AND INFORMATION IMPORTANCE ON TELEMARKETING PROGRAM EFFECTIVITY (A STUDY ON INDIHOME IN BANDUNG, INDONESIA)

Abstract

Abstract: The growth of Internet usersin Indonesia has increased quite rapidly in recent yeras. In the middle ofbooming mobile broadband internet expansion, PT Telkom,a state owned enterprise in ICT business based onfixed broadband industry launchs a new service product, with the brand name IndiHome. IndiHome is a highspeed fiber internet services in the form of triple play services, that consists of internet, cable television andfixed telephone. This strategy aim to capture an opportunity to acquire millions of household customer. Theirmarketinf force is mainly using direct marketing, one of which is Telemarketing program. Therefore IndiHomebecomes the object of this research. This study uses descriptive and causal quantitative approach through modelof the Media Channel Attributes, involving variable channel attributes, information importance and perceivedeffectiveness of Telemarketing program. The data werecollected through questionnaire distribution to 400IndiHome prospect customers and processed with data analysis technique, Multiple Linear Regression usingSPSS 20 software to assist the analysis. This research found that channel attributes and informationimportancehave significant positive effect onTelemarketing program effectivity