STRATEGI INOVASI DALAM PEMASARAN PRODUK INTERNET XL AXIATA TERHADAP KEBUTUHAN PELAJAR DI KOTA SUMBAWA (STUDI KASUS PADA SISWA KELAS X SMKN 1 SUMBAWA)

Abstract

XL Axiata is a leading telecommunications company in Indonesia that provides cellular internet services with 2 products, namely XL and Axis. In the midst of rapid technological developments, students are one of the groups most actively using the internet for various purposes, such as searching for educational information, interacting with classmates, and accessing online learning resources. At the same time, companies in the technology and marketing fields continue to compete to create innovative products that can better meet student needs. The aim of this research is to analyze the innovation strategies used by XL Axiata in marketing their internet products, especially those aimed at meeting the needs of students at Vocational High Schools (SMK). This research uses a Mixed Method methodology, the research design uses Sequential Exploratory Design, which starts with a qualitative phase and is followed by a quantitative phase with a total of 30 populations. Instrument testing includes validity tests and reliability tests. The data analysis technique used in this research is the multiple linear regression analysis method. From the integration of qualitative findings, it can be concluded that PT. XL Axiata has responded to student needs by providing special service packages for students, but the results of quantitative analysis show that only Service Packages and Service Quality have a significant effect on customer satisfaction. Therefore, companies can continue to develop and improve the quality of services and service packages offered to students to better meet needs and increase customer satisfaction.