MAULIDA, ASSYAFFA (2026) ANALISIS STRATEGI BAURAN PEMASARAN DALAM MENINGKATKAN PENJUALAN KARTU BY.U PADA PT TELEKOMUNIKASI SELULAR SURABAYA. Undergraduate thesis, Universitas Pembangunan Nasional Veteran Jawa Timur.
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Abstract
Assyaffa Maulida, 2026. Analysis of Marketing Mix Strategy in Increasing the Sales of By.U Starter Packs at PT Telekomunikasi Selular Surabaya. Undergraduate Thesis, Business Administration Study program, Faculty of Social, Cultural, and Political Sciences, Universitas Pembangunan Nasional “Veteran” Jawa Timur. This study aims to determine and analyze the effective marketing mix strategies implemented by PT Telekomunikasi Selular Surabaya in increasing the sales of by.U starter packs. The research employs a descriptive method with a qualitative approach. Data collection techniques include in-depth interviews with informants (supervisors, employees, and consumers), observation, and documentation. Data analysis is conducted using the interactive model and SWOT analysis, utilizing IFAS and EFAS matrices to determine the company’s strategic position. The resultss indicate that the 4P marketing mix elements (product, price, place, and promotion) play a significant role in influencing sales volume. By.U offers full digital service flexibility through an application featuring the “”Life On” characteristic (no active period). The pricing strategy is transparent and competitive, specifically targeting the youth segment. Distribution is managed digitally via the application with direct delivery the consumers. Promtion focuses on creative content across social media platforms (Instagram, Tiktok, YouTube) as well as direct activities such as by By.U Goes to School, campus visits, and community events. Based on the SWOT analysis, the company is positioned in Quadrant I (Aggressive) with coordinate values of (1.60 ; 1.37), indicating substantial internal strenghts to capitalize on vast market opportunities. Nevertheless, sales data from the 2019-2025 period still exhibit fluctuations influenced by the pandemic, price competition from rivals, and market saturation. The study concludes that the implemented marketing mix strategy has been quite effective but remains suboptimal in maintaining consistent sales stability. It is recommended that the company strengthens its customer retention strategies throught loyalty programs. Keywords: Marketing Mix, SWOT Analysis, By.U Sales.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | assyaffa maulida | ||||||||
| Date Deposited: | 01 Jul 2026 04:32 | ||||||||
| Last Modified: | 01 Jul 2026 04:32 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54354 |
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