PERANCANGAN STRATEGI KOMUNIKASI PEMASARAN TERPADU (IMC) DALAM MENDORONG KONVERSI PENGGUNAAN PRODUK BY.U BY TELKOMSEL SEBAGAI COPYWRITER

Abstract

by.U is a digital mobile service launched by Telkomsel, primarily targeting Generation Z and
young, digitally active users. However, by.U usage among high school and vocational school
students in Semarang remains relatively low. A survey of 814 students from four schools
affiliated with Telkomsel's educational platform, Skul.id, found that only 46 students, or
approximately 5.7%, were active by.U SIM card users. Furthermore, the survey also showed
that the perceived risk of the service remains quite high, at 52.2%, while purchase intention
remains at 20.8%. To address these issues, an integrated marketing communications campaign
was designed through the "by.U On The Move" and "by.U Inter-School Digital Challenge"
programs. This campaign employed an Integrated Marketing Communication (IMC) approach,
utilizing various communication channels such as media relations, social media marketing,
influencer marketing, and event marketing. The communication strategy aimed to drive
audiences through the stages of attention, interest, desire, and action, in accordance with the
Hierarchy of Effects model in marketing communications.The campaign implementation
demonstrated a change in audience response. Perceived risk decreased from 52.2% to 19.5%,
while purchase intention increased from 46 to 118 students at the target schools. During the
campaign, the author served as a copywriter responsible for crafting communication messages
and developing campaign content.