The Influence of Product Innovation and Marketing Performance to Maintain Market Leader Position as a Result of an Empirical Study at PT Telkom Indonesia Tbk.

Abstract

Telkom Indonesia is a holding company that provides telecommunication services. Telkom leads the telecommunication market in Indonesia with their strong product portfolio of mobile services, fixed broadband internet and telecommunications. However, to become a market leader in the industry, Telkom has to come up with innovation and effective marketing strategies. This study aims to establish the impact of product innovation and marketing performance towards maintaining market leader position in the industry. To evaluate the influence, a quantitative methodology was implemented. The questionnaire was distributed to the public through social media. IBM SPSS Statistics 26 was used to assess the 400 responses that we collected. The result shows that both product innovation and marketing performance have a significant influence on sustaining the market leader position. This study provides enhanced clarity in understanding the factors that influenced Telkom's position as a market leader.