Sari, Maya Puspita (2010) BAURAN KOMUNIKASI PEMASARAN JASA INTERNET SPEEDY PADA PT.TELKOM KANDATEL MALANG(Study Pada Karyawan PT. Telkom Kandatel Malang). Other thesis, University of Muhammadiyah Malang.
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Marketing communication mix has important role in product marketing where the competition of telecommunication raises rapidly and new private companies grown that has same business. It makes Telkom Co.Ltd that must compete to get market segment, especially in communication service. Marketing communication mix has ability to change people interest. Exactly, they who are the target to change their behavior (people who does not use speedy internet to be speedy internet user). Based on the phenomenon above the researcher was interested in choosing how to use Marketing communication mix, speedy internet service in Telkom Co.Ltd Malang. The research problem was how the Marketing communication mix of Telkom Co.Ltd Malang distributed the speedy internet service. Theoretical consideration was used in this research to help the researcher understanding. It explained about marketing communication mix that was the parts of promotion mix and used to achieve the target market and all of the organization purposes. Then, the parts of the marketing communication mix were advertising, sales promotion, public relation and publication, personal selling, and direct marketing. Laswell Model theory (communication theory) said that the right way to apply communication process is to answer who says what in which channel to whom with what effect. And it was used as the theory in this research. In this research, descriptive qualitative was used as research design. The research subject was the employees who had understood about speedy internet or had experience in Telkom Co.Ltd about 3 years. And the data collection used interview and documentation. Then, data was analyzed while the validity of data was used triangulation technique. Triangulation is evaluation of the validity data which uses another thing, out of from this data. Furthemore, the result of this research explained that Marketing communication mix was developed by Telkom Co. Ltd tended to process of communication elements such as communicator (telkom Co.Ltd Malang), contents message (low cost which made users to use internet more satisfied, easy and benefit accessed speedy internet at home, telephone, computer and modem), media or access (Used print media like newspaper, brochure, sticker. Use electronic media like televise, radio and internet. Used outside media like billboard and street banner), communicant (society who had telephone, computer and modem), and effect ( to enhance society knowledge who did not know before, in order to know and change the society behavior who did not used before, in order to used it finally). And the parts of the Marketing communication mix which was applied such as advertising, sales promotion, public relation and publication, personal selling, and direct marketing.
|Item Type:||Thesis (Other)|
|Subjects:||H Social Sciences > HD Industries. Land use. Labor|
|Depositing User:||Rayi Tegar Pamungkas|
|Date Deposited:||27 Mar 2012 03:07|
|Last Modified:||27 Mar 2012 03:07|
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