Analisis Strategi Diferensiasi Layanan Telkomsel di Pasar Telekomunikasi yang Monopolistik

Naufal Rahman Pujo Handoko, Tazkiyah Annaswa, Salsabila Putri Nur’aini, Amira Siti Yunita, Dafa Aly Abyan

Abstract

This article analyzes Telkomsel's service differentiation strategy in the Indonesian telecommunications market which is characterized by monopolistic characteristics. Telkomsel has successfully utilized its dominant position with extensive network coverage covering 96% of the Indonesian population, innovations such as product differentiation and 5G networks, and customer loyalty programs. This approach allows Telkomsel to provide value-added and personalized services, creating a superior customer experience. This strategy also supports market share growth and customer loyalty, despite challenges from competitors such as Indosat and XL Axiata who continue to improve digital services and price competition. This study uses secondary data and descriptive analysis methods to show that service differentiation is a key element in strengthening Telkomsel's position amidst the ever-evolving market dynamics.

Keywords

Service Differentiation, Monopolistic Market, Customer Loyalty, Telecommunication, Telkomsel.

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DOI: https://doi.org/10.5281/zenodo.14252847

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