Proposed Marketing Strategies of Indihome TV to Increase Brand Awareness and Subscribers

Over-the-top (OTT) platforms have experienced phenomenal global growth in recent years. Indonesians are increasingly turning to OTT for their favorite shows. Nearly one three now stream OTT. Indihome TV, is a Video Over The Top application service that allows users experience IndiHome TV on various devices. PT. Telkom’s development of its own platform, such as crucial maintaining competitive edge the telecommunications industry. However, despite availability application, only limited number aware existence. There few active app.The low subscribers presents significant challenge. To address this issue, it company enhance brand awareness and develop strategies tailored target consumers. objectives research increase identify product attributes influencing customer purchase intention, design effective marketing promote premium package. A quantitative methodology employed, involving analysis hypothesis testing. Questionnaires distributed potential market respondents who previous with platforms. collected data processed using SMART PLS. findings reveal Social Media Marketing E-WOM positive impact Brand Awareness. Additionally, intention include content variety, available payment options, compatibility. Both Awareness Product Attributes positively influence Purchase Intention. Based these findings, several recommendations made. These collaborating local film production companies offerings, partnering Telkomsel create bundled packages, implementing point-based system encourage user reviews, delivering seamless across derived from internal external analysis, well SWOTTOWS QSPM Matrix.