Pengaruh ai dan website terhadap service marketing mix dan implikasinya pada excellent services PT. Telkomsel Indonesia

Putri, Amelia (2019) Pengaruh ai dan website terhadap service marketing mix dan implikasinya pada excellent services PT. Telkomsel Indonesia. Masters thesis, Universitas Pelita Harapan.

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Abstract

This study aims to analyze the effect of AI & Website on the service marketing mix and its implications for Excellent Services from PT Telkomsel. This research will be conducted through a questionnaire survey and examined quantitatively by involving 150 respondents smartphone users and Telkomsel consumers in the University of Pelita Harapan Postgraduate Program. After surveying and analyzing with SmartPLS v 3.2.8 software for Windows, the results of statistical tests get significant positive results and effects from the application of digital marketing on the marketing patterns of PT Telkomsel Indonesia through the website and artificial intelligence. The most significant influence obtained from this study is the relationship between digital marketing patterns applied through the website to the best service results (excellent services) from PT Telkomsel Indonesia. Users have understood the content and benefits of Telkomsel's online marketing and have experienced good experience on each service that is This is in line and reinforces the results of previous studies that believe in the role of AI & Website on marketing and get results for companies to focus on customers to adapt the changes that occur. With hope, this research can be useful information for business practitioners in running and finding innovations for businesses that are run. / Penelitian ini bertujuan untuk menganalisis pengaruh AI & Website terhadap service marketing mix dan implikasinya pada Excellent Services dari PT Telkomsel. Penelitian ini akan dilakukan melalui survey lewat kuesioner dan diteliti secara kuantitatif dengan melibatkan 150 orang responden pengguna smartphone dan merupakan konsumen Telkomsel pada program PascaSarjana Universitas Pelita Harapan. Setelah dilakukan survey serta dianalisa dengan perangkat lunak SmartPLS v 3.2.8 for Windows, hasil dari uji statistik mendapatkan hasil serta pengaruh yang signifikan positif dari penerapan pemasaran digital pada pola pemasaran PT Telkomsel Indonesia melalui website dan artificial intelligence. Pengaruh yang paling signifikan yang diperoleh dari penelitian ini ialah hubungan antara pola pemasaran digital yang diterapkan melalui website terhadap hasil layanan terbaik (excellent services) dari PT Telkomsel Indonesia. Para pengguna telah memahami konten serta manfaat dari pemasaran online Telkomsel dan telah mengalami good experience pada setiap layanan yang dihasilkan. Hal ini sejalan dan menguatkan hasil penelitian sebelumnya yang meyakini akan peran dari AI & Website terhadap pemasaran dan mendapatkan hasil bagi perusahaan untuk fokus pada pelanggan untuk mengadaptasi perubahan yang terjadi. Dengan harapan, riset ini dapat menjadi informasi yang berguna bagi para praktisi bisnis dalam menjalankan serta menemukan inovasi bagi bisnis yang dijalankan.

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