Prameswari, Viola and Ulfa, Nurist Surayya (2026) DEVELOPING AN INTEGRATED MARKETING COMMUNICATION STRATEGY TO INCREASE PRODUCT USAGE CONVERSION OF BY.U BY TELKOMSEL AS AN ACCOUNT EXECUTIVE & SOCIAL MEDIA SPECIALIST. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

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Abstract

By.U, a digital cellular service launched by Telkomsel is a provider that specifically
targets Generation Z and young Digital users. Despite its positioning as a young-oriented digital
provider, along with its efforts which align with the young generation needs, the level of by.U
usage among high school students in Semarang remains relatively low. A preliminary survey
conducted among 814 students from four selected schools affiliated with Telkomsel educational
platform, Skul.Id, revealed that only 5.7% (46 students) were active users of the by.U SIM card.
the survey also indicated a high level of perceived risk towards by.U service at 54.5%, along
with a low purchase intention of only 20,8%.
In response to these challenges, an Integrated Marketing Communication (IMC) strategy
was designed and implemented through the campaigns, namely “by.U On The Move!” And the
“by.U Inter-School Digital Challenge”. These campaigns aimed to increase brand trust, reducing
perceived risk, and increasing the purchase desire among students by providing direct
experiential interactions with the product through both offline and online activation.
The implementation of the campaign resulted in significant improvements across various
key indicators. The number of by.U users among students increased from 46 users (5.7%) to 118
users (14.5%). Along with that, the level of perceived risk toward by.U service decreased
substantially frm 54.5% to 19,5%. Additionally, the students purchase intention toward by.U
showed a considerable increase, inclined from 20,8% to 72.8% following the implementation
and exposure of the by.U On The Move and by.U Interschool Digital Challenge Campaign.
As an Account Executive and Social Media Specialist, the author was responsible for
managing client communication, coordinating stakeholders, as well as executing digital
communication strategies, including media partners and influencer collaboration. This report
documents the effectiveness of the implemented communication strategies and provides insights
for future integrated marketing communication campaigns targeting youth audiences.
Keywords: Integrated Marketing Communication, Perceived Risk, Purchase
Intention, Youth Audiences
34. ILMU KOMUNIKASI 2026

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