Analisis Brand Image Mobile Broadband Smartfren (Studi Kasus Mahasiswa Program Sarjana Alih Jenis IPB Kampus Baranangsiang)

Abstract

Smartfren is one of the internet service provider that provides mobile broadband services in Indonesia. The purpose of this study are (1) to analyze brand image is owned by the mobile broadband Smartfren, (2) to analyze the brand image Smartfren on other mobile broadband market competition, and (3) to analyze the strategies undertaken Smartfren target market in order to survive. Based on Cochran test be obtained that attributes of mobile broadband Smartfren brand image are strong signal, promotion and advertising attractive, profitable product bundling, internet package rates are cheap, and well-known Internet Service Provider. Based on the multidimensional scaling analysis of attributes which have the shortest distance to the mobile broadband Smartfren are have strong signal, fast internet connection, profitable product bundling, appropriate deadline internet package, and attractive packaging/Staterpack. Attributes that can be the brand image from Smartfren in market competition of the mobile broadband internet service provider are responsive costumer services and famous iv Internet Service Provider. Based on the analysis of multidimensional scaling seen that be the closest competitor of Smartfren in the market internet service provider is IM2 .