PERANCANGAN STRATEGI PROMOSI BELOW THE LINE (BTL) DALAM MENINGKATKAN BRAND AWARENESS KARTU PERDANA BY.U DI KALANGAN PELAJAR

Di era transformasi digital yang pesat, layanan telekomunikasi berbasis internet menjadi kebutuhan utama, terutama bagi generasi muda seperti siswa dan mahasiswa. Kartu perdana by.U dari Telkomsel hadir sebagai solusi untuk memenuhi kebutuhan akses internet yang cepat dan fleksibel. Meskipun memiliki keunggulan, brand awareness by.U di kalangan pelajar masih rendah. Penelitian ini bertujuan untuk merancang strategi promosi Below The Line (BTL) yang efektif guna meningkatkan kesadaran merek di kalangan pelajar. Melalui pendekatan promosi langsung, seperti aktivasi booth di sekolah dan pembagian kartu perdana gratis, penulis berpartisipasi dalam kegiatan promosi yang terbukti meningkatkan interaksi dan pengalaman pengguna. Hasil penelitian menunjukkan bahwa strategi BTL dapat meningkatkan brand awareness by.U secara signifikan, dengan pencapaian aktivasi kartu yang melonjak hingga 258,2% setelah implementasi strategi. Penelitian ini diharapkan dapat memberikan kontribusi terhadap efektivitas promosi produk digital di kalangan generasi muda..
Kata Kunci: Brand Awareness, Below The Line Promotion, by.U, Digital Transformation, Student Engagement.

In the era of rapid digital transformation, internet-based telecommunications services have become a primary necessity, especially for the younger generation
such as students and college students. The by.U starter pack from Telkomsel emerges as a solution to meet the need for fast and flexible internet access. Despite its advantages, brand awareness of by.U among students remains low. This research aims to design an effective Below The Line (BTL) promotional strategy to enhance brand awareness among students. Through direct promotional approaches, such as booth activations in schools and the distribution of free starter packs, the author participated in promotional activities that proved to increase user interaction and experience. The research findings indicate that the BTL strategy can significantly enhance brand awareness of by.U, with activation achievements soaring to 258.2% after the implementation of the strategy. This study is expected to contribute to the effectiveness of digital product promotions among the younger generation.
Keyword: Brand Awareness, Below The Line Promotion, by.U, Digital Transformation, Student Engagement.