Published date: Jan 03 2024

Journal Title: KnE Social Sciences

Issue title: 3rd International Conference on Humanities Education, Law and Social Sciences (3rd ICHELSS)

Pages: 779–788

DOI: 10.18502/kss.v9i2.14899

Atalia Praratyaataliakamil@gmail.comUniversitas Widyatama, Bandung, Jawa Barat, Indonesia

Umi NarimawatiUniversitas Komputer Indonesia, Bandung, Jawa Barat, Indonesia

Dewi IndrianiInternational Women University, Bandung, Jawa Barat, Indonesia

TELKOM Tamalanrea Automated Telephone Center (ATC) is one of the automated telephone centers that supports telecommunication activities in Makassar city. ATC TELKOM has a strategy in marketing Indihome products, namely by a door-to-door and open table. For digital marketing, TELKOM’s ATC only utilizes the Search Engine Optimization (SEO) system owned by TELKOM Indonesia to market products, however, interactive marketing using social media has not been able to drive sales of Indihome products and other services. This study aimed to determine the promotional design that was carried out and to develop interactive content on social media to support the marketing and sales of Indihome products at TELKOM Tamalanrea. This study uses a qualitative descriptive analysis technique, namely, to describe the data that has been collected descriptively through interviews, observation, and field research. In carrying out the research, development, and implementation stages of interactive content on WhatsApp social media, the author manages WhatsApp accounts and develops interactive promotional content using several WhatsApp features. The results of the development and implementation of interactive content on WhatsApp social media carried out by the author during the research were effective.

Keywords: interactive content, WhatsApp, social media marketing

[1] Townsend AM. Network cities and the global structure of the Internet. 2001.

[2] Castells M. The impact of the internet on society: A global perspective. Change. 2014;19:127–148.

[3] Manaf PA, Rachmawati I, Witanto M, Nugroho A. E-satisfaction as a reflection of e-marketing and e-sequal in influencing e-loyalty on e-commerce. 2018.

[4] D. Mana-Ay AKJBF dan TD. Ambidextrous organization. International Journal of Educational Administration, Management, and Leadership. 2020:39–50.

[5] Raj Arokiasamy AA, Tamah A. A study on shaping academic leadership in Thailand’s public universities: The role of legislation and organizational culture. International Journal of Educational Administration, Management, and Leadership. 2021;2:5–14.

[6] Ringold DJ, Weitz B. The American marketing association definition of marketing: Moving from lagging to leading indicator. Journal of Public Policy & Marketing. 2007;26(2):251–260.

[7] Kotler P. Marketing management. Millenium Edition; 2000.

[8] Armstrong G, Adam S, Denize S, Kotler P. Principles of marketing. Pearson Australia. 2014.

[9] Kotler P, Burton S, Deans K, Brown L, Armstrong G. Marketing. Pearson Australia; 2015.

[10] Kunz WH, Hogreve J. Toward a deeper understanding of service marketing: The past, the present, and the future. International Journal of Research in Marketing. 2011;28(3):231–247.

[11] Zeithaml VA, Bitner MJ, Gremler DD. Services marketing strategy. Wiley International Encyclopedia of Marketing. John Wiley & Sons, Ltd; 2010. https://doi.org/10.1002/9781444316568.wiem01055

[12] Sureshchandar GS, Rajendran C, Kamalanabhan TJ. Customer perceptions of service quality: A critique. Total Quality Management. 2001;12(1):111–124.

[13] Mangold WG, Faulds DJ. Social media: The new hybrid element of the promotion mix. Business Horizons. 2009;52(4):357–365.

[14] Fossey E, Harvey C, Mcdermott F, Davidson L. Understanding and evaluating qualitative research. n.d.

[15] Xu MA, Storr GB. Learning the concept of researcher as instrument in qualitative research. 2012;17.

[16] Hall AL, Rist RC. Integrating multiple qualitative research methods (or avoiding the precariousness of a one￿legged stool). Psychology & Marketing. 1999;16(4):291–304.

[17] Cho J, Trent A. Validity in qualitative research revisited. Qualitative Research. 2006;6(3):319–340.

[18] Interactive I. Interactive benchmark report by rock content. Rock Content. 2021;2022:2022.

[19] Shanahan F, Vogelaar AE, Seele P. Persuasion in organizational rhetoric: Distinguishing between instrumental and deliberative approaches. The Handbook of Organizational Rhetoric and Communication. 2018:329–343.

[20] Demers J. 8 Ideas for collaborative content marketing. MediumCom; 2020.

[21] Baym NK. Personal connections in the digital age. John Wiley & Sons; 2015.