Bauran Pemasaran Internasional Di Indonesia Dan Timor-Leste: Studi Pada Perusahaan Telekomunikasi Telkomsel

Abstract

Telkomcel is a mobile telecommunications provider in Timor Leste owned by Telekomunikasi Indonesia International (Telin). In Indonesia, the service is known as Telkomsel. Although located right next to Indonesia, the markets they serve have vastly different characteristics. This study explores how Telkomsel adapts its international marketing strategy in two contrasting markets—Indonesia and Timor Leste—by employing a marketing mix approach that is carefully tailored to the unique social, economic, and infrastructure conditions in each country. Using a comprehensive quantitative Structured Literature Review (SLR) of 18 selected articles relevant to this study, the findings reveal that in Indonesia, Telkomsel leads the market with premium service innovations such as 4G/5G networks and digital solutions, targeting higher purchasing power segments. In contrast, in Timor Leste, Telkomsel focuses on basic services with highly competitive pricing and simpler promotions, aligning with the market’s developing infrastructure and lower purchasing power. These findings emphasize the importance of strategic marketing adaptation to address diverse market challenges and how Telkomsel’s success in both countries offers valuable insights for multinational companies in formulating cross-border marketing strategies. This research opens a new perspective in international marketing, offering a deeper understanding of how companies can adapt and thrive in dynamic and challenging markets.