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Journal Of Economics, Technology, and Business (JETBIS)

Volume 2, Number 12 December 2023

The use of technology, communication, and information in everyday life cannot be

separated by humans due to the rapid development of these three fields. As a result, several

business actors are involved in the fields of technology, communication, and information, one

of which is the company PT Telkom Indonesia. PT Telkom Indonesia is one of the State-Owned

Enterprises (BUMN) in Indonesia that offers telecommunications, technology, information,

Speed Upgrade, Wifi Extender, streaming applications, IndiHome Eazy, IndiHome Karaoke,

Benefit Game, Pijar Belajar, Smooa, Langit Musik, and Cloud Storage.

One of the additional services provided to IndiHome customers is Cloud Storage. Cloud

Storage is an online data storage provider for various types of gadgets that can be used anytime

with internet access. The benefits obtained when subscribing to Cloud Storage products are

getting personal security, usernames and passwords can be set by yourself, data can be backed

up automatically so there is no need to bother backing up data manually, and users can share

various kinds of files on any media. For subscriptions, Cloud Storage provides a variety of

package options, such as the 50 GB (Gigabyte) package for only Rp16,000 per month, the 100

GB package for only Rp35,000 per month, the 200 GB package for Rp50,000 per month, and

We Are Social reported that around 167 million people in Indonesia are active social

media users as of January 2023. The following five social media applications are frequently

used in Indonesia as of early 2023, namely YouTube with 139 million users, Facebook with

119.9 million users, TikTok with 109.9 million users, Instagram with 89.15 million users, and

Facebook Messenger with 27.30 million users (Kemp, 2023). The reasons why Indonesians

use social media as of 2022 are to communicate with family and friends, fill their spare time,

commenting, and searching according to hashtags can be done easily (Nainggolan et al., 2018).

The results of the pre-research conducted explained that PT Telkom Regional VII needs

promotion for Cloud Storage products. Sales in January - March 9, 2023, experienced a decline

in sales when compared to the previous 3 months (October - December 2022). The following

is Cloud Storage sales data for January 2022 - March 9, 2023:

customers who have an account on MyIndiHome.

The Cloud Storage application is a form of solution to meet the needs of IndiHome

customers. The target market for the Cloud Storage for IndiHome application is for IndiHome

customers who need storage media. Where the storage media will increase over time supported

by media files such as photos with sharper image quality, higher video resolution, and clearer

audio quality, it requires storage media that is effective, efficient, simple, and safe.

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The Cloud Storage application is positioned as a value added service for IndiHome

customers for storage media, where customers can upgrade their data storage capacity.

A marketing strategy known as content marketing is an activity that involves creating,

selecting, and disseminating interesting and practical information for marketing purposes. With

social media, businesses can communicate directly with consumers. This direct two-way

conversation with consumers is often more effective and efficient. However, to create engaging

digital content through social media, the content must be voluntary, meaning that users decide

content in a different form from what has been done before by using promotional videos

uploaded on social media with the aim of attracting more consumers.

Based on previous research conducted, it shows that promotional videos through

Instagram are successful. When viewed from Forget Me Not Coffee's Instagram account

insights, in the second and third weeks there was an increase after the release of the promotional

video (Permatasari et al., 2021). Other research proves that promotional videos can increase

Dewi Sri Waterpark visitors by spreading promotional videos on the right media (Mathory &

Syahna, 2022). Promotional strategies can be more optimal, supported by the theory of E. St.

Elmo Lewis, namely the AIDA theory (Attention, Interest, Desire, and Action). AIDA is used

to determine the process of consumer psychological behavior, the impact of marketing, then

The research approach used in this study is qualitative-descriptive. According to (Hardani

et al., 2020) defines qualitative research as an investigation that utilizes theoretical frameworks,

expert opinions, and previous research, which are then developed into problems and their

solutions, which are produced to obtain truth in the form of empirical data (based on

experience). This research was conducted at PT Telkom Regional VII, which is located at Jalan

Andi Pangeran Pettarani Number 2, Gunung Sari, Rappocini District, Makassar City, South

Sulawesi 90221.

Primary data and secondary data are the two types of data sources used in this research.

While the primary information is collected through interviews with informants including

There are several methods of research instrument techniques, namely interviews

conducted to obtain in-depth information about the company profile and Cloud Storage

promotion strategies that are or are still being carried out today. The informants who are the

basis of this research, namely one person in the Digital and Wifi Service unit, one Manager of

Sales, Promotion and Pricing, and the Digital Marketing Operation Unit. These informants

were chosen because they match the characteristics of the informants that have been determined

questionnaires is to analyze to summarize the things needed to represent each AIDA variable,

where Attention means attracting attention, Interest means interested, Desire means wanting,

and Action means taking purchasing action. According to Baley in Mahmud, said that the

minimum respondent for qualitative research is 30 (Yuningsih, 2014). Then observation was

used as a research instrument to monitor the perceptions of The data processing technique in

this study uses the Miles & Huberman model to organize and process the data that has been

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This research was conducted in various stages, starting from interviews with PT Telkom

Regional VII to find out how the Cloud Storage promotion strategy has been carried out. Then

the researcher will distribute questionnaires before and after the work which contains questions

about the elements of AIDA (Attention, Interest, Desire, and Action). The distribution of this

questionnaire aims to determine the extent to which the general public understands the

existence of Cloud Storage products. After conducting interviews and distributing

questionnaires before the work, researchers will make promotional videos. Then the

So far, PT Telkom Regional VII admits that it is very rare to promote digital service

products, especially on Cloud Storage products. PT Telkom Regional VII promotes Cloud

Storage products by distributing flyers, on social media, and direct marketing through

salespeople at Plasa Telkom. Promotions on PT Telkom Regional VII's Instagram account

(@telkomkti) are more often IndiHome promotions than add-on products. PT Telkom Regional

VII also promotes Cloud Storage on the IndiHome website. However, because the Cloud

Storage product is an additional product, the Cloud Storage promotion is included with the

IndiHome promotion. The reason why PT Telkom Regional VII rarely promotes Cloud Storage

products digitally is because PT Telkom Regional VII is more focused on selling IndiHome,

of them know Cloud Storage. Among the 5 people who know Cloud Storage, 3 answered that

they had never seen Cloud Storage promotions, 2 people said they had seen Cloud Storage

promotions on social media and in vlogs, and 1 person did not answer whether they had seen

Cloud Storage promotions or not. And among 52 people, 48 people said they were interested

in seeing Cloud Storage promotional videos if there were any and 4 people were not interested

in seeing Cloud Storage promotional videos.

From the results of distributing questionnaires that have been carried out, there are 5

people who say they have seen Cloud Storage promotions. Information obtained from

promotional videos that have been seen, namely Cloud Storage is a storage place such as photo

promotional videos containing information about Cloud Storage products through Instagram

(@telkomkti).

From the results of distributing questionnaires, there are 5 people who say the Cloud

Storage promotional model and captions on Instagram that have been seen can arouse the desire

to subscribe to Cloud Storage. And as many as 47 people said they had never seen Cloud

Storage promotion before. This can be the basis for making Cloud Storage promotional videos

by conveying information about Cloud Storage functions and subscription prices.

After distributing the questionnaires, a SWOT analysis can be prepared. This analysis is

compiled based on the results of distributing questionnaires before the work and the results of

the researcher's observations during the research, as follows:

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only used photos which were then uploaded to the Instagram feed.

whether the Cloud Storage promotional video is suitable for publication. Once approved, the

promotional video will be uploaded on social media.

In the post-production process, the results of the intact Cloud Storage promotional video are

shown to the research locus to get approval to upload the Cloud Storage promotional video on

PT Telkom Regional VII's Instagram (@telkomkti).

After the publication stage, an evaluation is carried out to determine the engagement of

promotional videos which can be seen through Instagram parameters based on data insights,

namely likes, comments, and shares, as well as views for content reels.

Approved videos will be uploaded on Instagram with the username @telkomkti. Cloud

Storage promotional videos are uploaded on June 19, 2023. Evaluation of promotional video

Instagram (@telkomkti). From the insight data from the upload, it was found that the upload

only reached 43 accounts, of which 36 followers of the @telkomkti account and 7 accounts

that were not followers of the @telkomkti account. This post also received 103 likes, 7 accounts

that saved, and no one left comments and shared the post.

The upload of Cloud Storage promotional videos made by researchers that have been

uploaded. Getting the upload insight data, shows the interaction of each visitor who gives a

trace. Interactions that can be known such as plays (the number of times this video is played),

likes (the number of users who like this video post), comments (the number who comment),

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shares (the number of times this upload is shared), and saves (the number of users who save

this upload). This post managed to reach 2,791 Instagram accounts, of which 1,634 were

followers of the @telkomkti account and 1,337 were not @telkomkti followers. From the

comments written by the audience on Cloud Storage promotional video uploads, it shows that

promotional videos can provide the information needed. This means that the Cloud Storage

promotional videos made by researchers are useful for the audience.

When compared to the two uploads above, it can be seen that the promotional model

questionnaires before the work. The purpose of distributing this questionnaire is to determine

the impact of promotional videos on the understanding and information obtained by

respondents regarding Cloud Storage products. This questionnaire was distributed to 44

respondents who are IndiHome customers as well as prospective Cloud Storage users. The

following questionnaire data has been distributed:

In the results of distributing questionnaires before any work, the respondents said that

they wanted to watch Cloud Storage promotional videos if there were, this indicates that Cloud

Storage promotional videos are needed which contain information about Cloud Storage

products.

Cloud Storage products. This statement can be proven from the results of the questionnaire

distribution before the work, there were 11 respondents who knew the Cloud Storage product

before seeing the Cloud Storage promotional video and 33 respondents who did not know the

Cloud Storage product even though they were IndiHome customers. Then, there are several

reasons that make respondents interested in watching Cloud Storage promotional videos,

namely the video is interesting, the video contains products with language that is easy to

understand, interested because of interesting visuals and themes, curious about Cloud Storage

products, and interesting promotions. This is related to research conducted by (Kurniawati,

2022) that attracting consumer attention can be through clear writing or images, interesting and

memorable words, so that the information conveyed will reach the target consumer.