Communication Strategy of the First Digital Internet Service Provider Company in Indonesia to Increase Brand Awareness Among the Internet Service Users

Abstract

The communication strategy is a giver of direction in communication planning with communication management to achieve predetermined goals. Brand awareness is one of the goals that requires a communication strategy because brand awareness is related to the brand's ability to provide an imprint in memory. For a company that has just been established in the last few years, of course, it is a challenge to increase brand awareness among internet service users. Moreover, for the company engaged in internet service which has fierce competition. This research aimed to describe the communication strategy of the first digital internet service provider company in Indonesia to increase brand awareness in internet service users. Through qualitative approach with case research on By.U Indonesia, which was founded in 2019 and claims to be the first digital internet service provider in Indonesia. The result showed that By.U Indonesia is in a brand recognition position where users can recognize By.U Indonesia brand by identifying the visual elements used by By.U Indonesia at each stage and part of the communication strategy. Researchers concluded that Communication Strategy of By.U Indonesia as the first digital internet service provider in Indonesia in increasing brand awareness among internet service users has been shown various developments, proven by the increasing number of downloads of By.U application, and also proven by 7 (seven) awards that achieved from 2020 to 2021. This research impact is to provide overview for newly established companies in planning communication strategy that can boost brand awareness in internet service users