Influence of Three Ways Strategy and Implementation of Customer Relationship Management on the IndiHome Customers’ Interest

Abstract

PT Telkom has a specific strategy to dominate the market and attract customers to keep using IndiHome as the first choice for internet access. This research aims to study how the Three Ways strategy and Customer Relationship Management (CRM) influence the IndiHome customers’ interest in the Tangerang City Region. The communication theory examined in this research is the stimulus-response theory. It is the development of social learning theory. Besides, this research also examines the theories of Three Ways of Marketing: Public Relations, Customer Relations Management, and Customer Interest. The paradigm of this research is a positivistic paradigm through a quantitative approach. This research uses a survey method. The data collection technique uses questionnaires distributed to 386 respondents living in Tangerang City. The data analysis technique uses multiple regression with hypothesis testing using the T and F-tests. The analysis results show an influence of the Three Ways strategy and implementation of CRM on Indihome customers’ interest.