The Influence of Marketing Strategies on the Purchase Decisions of Telkom’s Data Services by Government Institutions in Surabaya City
Keywords:
7P, Data Services, Government Institutions, Marketing Strategy, Purchasing Decision, TelkomAbstract
This study aims to analyze the effect of marketing strategy on the purchasing decisions of Telkom's data services by government institutions in South Surabaya. The marketing strategy examined includes the seven elements of the service marketing mix (7P): product, price, place/distribution, promotion, people, process, and physical evidence. A quantitative approach was used, with survey data collected from 64 respondents representing government institutions. Data were gathered using a Likert-scale questionnaire and analyzed through multiple linear regression. The results indicate that the variables product, distribution, promotion, people, process, and physical evidence have a significant effect on purchasing decisions, while price does not have a significant effect. However, simultaneously, all seven variables—product, price, distribution, promotion, people, process, and physical evidence—significantly influence the purchasing decision. These findings suggest that PT Telkom should strengthen marketing elements that significantly influence purchasing decisions and re-evaluate its pricing strategy to better align with the expectations and perceptions of government institutions.
References
Booms, B. H., & Bitner, M. J. (1981). Marketing Strategies and Organization Structures for Service Firms. (J. H. Donn). American Marketing Association.
Budiastuti, D. R., Sari, R. K., & Sembiring, S. (2024). Strategi Pemasaran Account Manager PT Telkom Indonesia di wilayah Bogor. Jurnal Minfo Polgan, 13(1), 637–646. https://doi.org/10.33395/jmp.v13i1.13767
Errlinda, & Putra, I. S. (2023). Inovasi dan Strategi Pemasaran Produk Indibiz di PT. Telkom Indonesia. Seminar Nasional Teknologi Komputer Dan Sains, 1(1), 299–306. https://prosiding.seminars.id/prosainteks/article/view/81
Fließ, S., Johnston, W. J., & Sichtmann, C. (2015). Business Buying Behavior. In M. Kleinaltenkamp, W. Plinke, I. Wilkinson, & I. Geiger (Eds.), Fundamentals of Business to Business Marketing (pp. 171–226). Springer International Publishing. https://doi.org/10.1007/978-3-319-12463-6_4
Ghozali, I. (2016). Aplikasi Analisis Multivariete dengan Program SPSS 23 (9th ed.). Badan Penerbit Universitas Diponegoro.
Heryanto, O., Kuswarno, E., & Hadisiwi, P. (2022). Strategi Pemasaran Media Digital dalam Meningkatkan Diseminasi Data di Badan Pusat Statistik. Literatus, 4(1), 1–12. https://doi.org/10.37010/lit.v4i1.616
Hossan, D., Mansor, Z. D., & Jaharuddin, N. S. (2023). Research Population and Sampling in Quantitative Study. International Journal of Business and Technopreneurship, 13(3), 209–222. https://doi.org/10.58915/ijbt.v13i3.263
Kotler, P., & Keller, K. L. (2016). Marketing Management (14th ed.). Shanghai People’s Publishing House.
Listiyani, L., & Hidayat, A. (2023). Analisis Strategi Pemasaran Segment Government PT. Telkom Indonesia Witel Yogyakarta Dalam Meningkatkan Jumlah Penjualan. EBisnis Manajemen, 1(3), 16–28. https://doi.org/10.59603/ebisman.v1i3.78
Maheswari, I. J., Baskara, D. B., & Rochmah, W. Y. (2025). Analisis Marketing Mix Dengan Metode Clustering Pada Kompetitor Telkom University Surabaya. E-Proceeding of Management, 12(2).
Mulyani, S., Misharni, & Meidona, S. (2021). Efektifitas Penerapan Segmentation, Targeting dan Positioning Terhadap Penjualan Produk Indihome PT. Telkom Indonesia. Jurnal Point Equilibrium Manajemen & Akuntansi, 3(1), 89–97. https://doi.org/10.59963/jpema.v3i1.20
Pratiwi, D. A. R., & Indriastuti, Y. (2024). Strategi Komunikasi Pemasaran Telkom PT Telkom Surabaya Utara: Studi Deskriptif Kualitatif Strategi Komunikasi Pemasaran pada PT Witel Surabaya Utara. Reslaj: Religion Education Social Laa Roiba Journal, 6(1), 180–196. https://doi.org/10.47467/reslaj.v6i1.3240
Priananda, A., Paramitha, P. D. A., Rahmanto, I. N., Oktavianthie, N., Safitri, R. S., & Putra, Y. M. (2021). Analisis Manajemen Proses Bisnis Pada PT. Telkom Indonesia TBK. Universitas Mercu Buana.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Sukma, A. N., Setyawan, Y., Erliyana, A., Makarim, E., Sjarif, F. A., & Dewi, L. R. (2024). Digital Government Post-Reform in Indonesia: Normative Developments and Implementation by State Organizing Institutions. Law Reform, 21(1), 155–179.
Telkom. (2023). PT Telkom Indonesia (Persero) Tbk: Laporan Tahunan 2023. Telkom Indonesia. https://www.telkom.co.id/sites/hubungan-investor/id_ID/page/laporan-1025
Wang, Z., Peng, D., Kong, Q., & Tan, F. (2025). Digital Infrastructure and Economic Growth: Evidence From Corporate Investment Efficiency. International Review of Economics & Finance, 98(103854). https://doi.org/10.1016/j.iref.2025.103854
Warnila, & Oktaviyah, N. (2024). Keunggulan Bersaing di Era Digital: Analisis Strategi PT. Telkom Indonesia. BIJAC: Bata Ilyas Journal of Accounting, 5(1). https://doi.org/10.37531/bijac.v5i1.6781
Yaqin, A., Utomo, P., & Zaman, K. (2023). Strategi Pemasaran Indibiz Telkom Surabaya Utara. Fokus EMBA: Ekonomi, Manajemen, Bisnis Dan Akuntansi, 02(03), 260–266. https://doi.org/10.34152/emba.v2i03.835
Yusnita, E. (2024). Transformasi Digital dan Dampaknya Terhadap Tata Kelola Teknologi Informasi (Studi Kasus Telkom Sumatera Barat). Journal of Innovation and Creativity, 4(3), 6–12. https://doi.org/10.31004/joecy.v4i3.113
