WEBSITE AS AN COMMUNICATION TOOL AND BRANDING STRATEGY IN TELECOMMUNICATION COMPANIES: REPLICATION DATA

This research had the purpose of investigating the utilization of a company's official website as a communication medium and for online branding purposes in the telecommunication industry in Indonesia. This study used a population of official websites from seven telecommunication companies in Indonesia. The indicators that had been used to analyze website content, website ease of use, and website interactivity. The results of this study showed that 100% of telecommunication companies in Indonesia had a website that can be used as an online branding strategy. The indicators that were mostly used by these companies for online branding were website content (100%) and website ease of use (93.65%), while the use of website interactivity (53%) still needed to be maximized. The findings of this study were useful in revealing how telecommunications companies in developing countries used their websites as a communication medium for online branding.

本研究旨在探究印度尼西亚电信行业中，企业官方网站作为传播媒介与在线品牌建设工具的应用情况。本研究以印度尼西亚7家电信企业的官方网站为研究总体，采用网站内容、网站易用性及网站互动性作为分析指标。研究结果显示，印度尼西亚境内100%的电信企业均拥有可用于在线品牌建设战略的官方网站。上述企业用于在线品牌建设的主流分析指标为网站内容（占比100%）与网站易用性（占比93.65%），而网站互动性的应用占比仅为53%，仍有待进一步优化提升。本研究的发现有助于揭示发展中国家电信企业如何借助官方网站作为传播媒介开展在线品牌建设工作。