Ratih Hurriyati, Arie Indra Gunawan
Abstract: The economic crisis in 2008 had caused many enterprises sustained losses. Among the enterprises was Telkom. This company sustained heavy corporate losses in form of income deficit that the corporate health index showed a negative figure. Moreover, its product lines, particularly Telkom Speedy, were having difficult time to develop due to the tight competition. Telkom Speedy image was also damaged by numerous complaints from its customers on mass media. The condition forced Telkom to take precaution by implementing Integrated Marketing Communication and improving the Product Attributes. Several researches have shown that the Integrated Marketing Communication Model and Product Attributes provide significant influence on brand image and on the customers' decision to use Telkom Speedy services, both partially and simultaneously. It means better Integrated Marketing Communication and the Product Attributes will improve the Brand Image, which in turns, will provide positive impacts on customers' buying decision. The results show that the Integrated Marketing Communication Model gives more significant influence that the Product Attributes. Therefore, to improve Telkom Speedy's brand image, bigger efforts must be directed to the Integrated Marketing Communication.
Keywords: Integrated Marketing Communication, Product Attributes, Brand Image, Buying Decision