PERENCANAAN STRATEGI KOMUNIKASI PEMASARAN TERPADU (IMC) DALAM MENDORONG KONVERSI PENGGUNAAN PRODUK BY.U BY TELKOMSEL SEBAGAI PROJECT MANAGER

Abstract

By.U is a digital cellular service launched by Telkomsel that specifically targets Generation Z and
young digital users. Despite its positioning as a youth-oriented digital provider, the level of by.U usage
among high school and vocational school students in Semarang remains relatively low. A preliminary
survey conducted among 814 students from four schools affiliated with Telkomsel’s educational
platform, Skul.id, revealed that only 5,7% or 46 students were active users of the by.U SIM card. In
addition, the survey indicated a relatively high level of perceived risk toward the service at 52,2%,
accompanied by low purchase intention of only 20,8%. To address this issue, an Integrated Marketing
Communication (IMC) campaign was designed and implemented through two main programs, namely
the “by.U On The Move” and the “by.U Inter-School Digital Challenge.” The campaign utilized a
combination of offline activation and digital communication strategies, including media relations,
social media marketing, influencer marketing, and event marketing. These activities were designed to
encourage students to move through the stages of attention, interest, desire, and action, following the
Hierarchy of Effects model in marketing communication. The implementation of the campaign
demonstrated significant results. The perceived risk among students decreased from 52,2% to 19,5%,
indicating improved trust toward the service. Meanwhile, purchase intention increased from 20,8% to
72,8%. In addition, the number of active by.U users increased from 46 students to 118 students across
the targeted schools.
As a Project Manager, the author was responsible for planning, coordinating, and supervising the
entire campaign process, from the planning stage to implementation and evaluation. This report
documents the effectiveness of the implemented communication strategies and provides practical
insights for future integrated marketing communication campaigns targeting youth audiences.