PERANCANGAN STRATEGI KOMUNIKASI PEMASARAN TERPADU (IMC) DALAM MENDORONG KONVERSI PENGGUNAAN PRODUK BY.U BY TELKOMSEL SEBAGAI SPONSORSHIP & CREATIVE DIRECTOR

Abstract

by.U is a digital cellular service launched by Telkomsel that targets Generation Z and young
digital users. Despite being positioned as a digital service provider oriented toward youth, the
level of by.U usage among senior high school (SMA) and vocational high school (SMK) students
in Semarang remains relatively low. The survey results of 814 students show that only 5.7% (46
students) are active users of the by.U SIM card; the perceived risk level of the service is 52.2%;
and purchase intention remains low at 20.8%. Therefore, an integrated marketing
communication campaign was designed through the programs “by.U On The Move” and “by.U
Inter-School Digital Challenge.” The campaign adopts an Integrated Marketing
Communication (IMC) approach. This communication strategy was developed to gradually
move the audience through the stages of attention, interest, desire, and action, following the
Hierarchy of Effects. The results of the campaign implementation indicate significant changes
in audience responses. The level of perceived risk decreased to 19.5%, while purchase intention
increased to 118 students. A Sponsorship and Creative Director was responsible for
approaching potential sponsors and securing partnerships, as well as capturing and editing
visual content for all campaign needs.