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Abstract

This research was conducted at PT Telkom Indonesia, a company engaged in telecommunications, to evaluate the implementation of the Special Business Request (SBR) marketing program in increasing perceived value by customers. The SBR program is an initiative that offers discounts on large projects to strengthen cooperation with government customers. This research uses a qualitative descriptive method, collecting data from the company through in-depth interviews, observation, documentation, and secondary data. The evaluation was conducted on the effectiveness of the SBR program in increasing customer satisfaction and perceived value, using customer value theory, which emphasizes the difference between the benefits obtained by customers and the costs they incur. The results showed that the SBR program effectively increased customer perceived value, helping PT Telkom Indonesia win significant projects and strengthening long-term relationships with government customers. Recommendations are given to refine the program and introduce more personalized marketing strategies based on individual customer needs to achieve optimal results.

Keywords

Customer Value Perceived Value Marketing Strategy Government Marketing Digital Solutions

Article Details

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Author Biography

Endy Gunanto Marsasi, Universitas Islam Indonesia

Dr. Endy Gunanto Marsasi, MM
Adalah Dosen manajemen pemasaran di Fakultas Bisnis dan Ekonomika Universitas Islam Indonesia (FBE UII). Menyelesaikan pendidikan S1 (UGM) di tahun 1995, dan S2 dari program Magister Manajemen FEB Universitas Gajah Mada pada tahun 1998, dan menyelesaikan pendidikan Doktor ilmu Manajemen dengan konsentrasi pemasaran di FEB Universitas Gajah Mada pada tahun 2010. Saat ini penulis mengajar untuk tingkat sarjana dan magister manajemen Fakultas Bisnis dan Ekonomika UII untuk mata kuliah konsentrasi pemasaran. Penulis juga menjabat sebagai pengurus Indonesia Marketing Asosiasi (IMA) kebidangan sertifikasi dan akademik untuk chapter Sleman 20219-2021 dan 2022-2024, dan dipercaya sebagai Dewan Pengawas corporate pada salah satu perusahaan skala nasional. Penulis dipercaya sebagai ketua pengembangan kurikulum dan pelaksanaan Sekolah Manajemen sebagai program pendukung Magister Manajemen FBE UII dengan peserta kalangan UMKM skala menengah ke atas. Beberapa tulisan di jurnal Internasional dan nasional terakreditasi pernah dilakukan, dan menjadi reviewer pada beberapa jurnal. Saat ini penulis aktif melakukan penelitian di bidang perilaku konsumen yang berkaitan perkembangan perilaku pasar di era revolusi industri 4.0 Pengakuan sebagai penulis dapat dikonfirmasi dari beberapa ID yang dimiliki yakni Id Sinta : 6805327; Id Google Scolar : jbFhpvIAAAAJ; Sinta Id: 6805327, Scopus Id: 57224778678; Id Researcher (WOS): GQA-4768-2022; Id Garuda : 3306613
orchid id : https://orcid.org/0000-0002-4130-7645

How to Cite
Simanullang, L., & Marsasi, E. G. (2024). Application of Customer Value to Increase Perceived Value through Special Business Request Marketing Program. Kontigensi : Jurnal Ilmiah Manajemen, 12(2), 823-842. https://doi.org/10.56457/jimk.v12i2.600

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