Analyzing Quantitative Data of Sales and Marketing of Indonesian Telecommunication Company

Abstract

This study aims to analyze the influence of Advertising, Sales Promotion, and Direct Marketing on Brand Awareness of PT Telkom Indonesia. In facing tight competition in the telecommunications industry, increasing brand awareness is an important factor for companies. This study uses a quantitative method with a survey approach to collect data from consumers of PT Telkom Indonesia. The results of the study indicate that Advertising and Direct Marketing have a significant influence on Brand Awareness, while Sales Promotion shows not significant influence. Based on these findings, it is recommended that PT Telkom Indonesia prioritize Advertising and Direct Marketing strategies to strengthen brand awareness, and combine Sales Promotion with both strategies to achieve more optimal results. This study is expected to provide insight for companies in designing more effective marketing strategies to increase brand awareness in an increasingly competitive market.