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STRATEGI INTEGRATED MARKETING COMMUNICATION GRAPARI TELKOMSEL DALAM MENJAGA LOYALITAS PELANGGAN MELALUI PROGRAM LOYALTY TELKOMSEL POIN (Studi pada dIvisi Acquisition Loyalty Retention Grapari Telkomsel Malang)

Susilowati, Dwi Putri (2019) STRATEGI INTEGRATED MARKETING COMMUNICATION GRAPARI TELKOMSEL DALAM MENJAGA LOYALITAS PELANGGAN MELALUI PROGRAM LOYALTY TELKOMSEL POIN (Studi pada dIvisi Acquisition Loyalty Retention Grapari Telkomsel Malang). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

Telkomsel is a telecommunication company with the highest user and with the increasing amount of telecommunication company, every company including Telkomsel, offers their unique, yet best service to the consumer. It is been done to keep the consumer’s loyalty and to gain a new consumer. This is where marketing communication strategy plays its role as a tool to helps a company reach its target and as a tool to measure the marketing progress. Telkomsel uses Telkomsel Poin as its unique program to keep the loyalty from the consumer. Meanwhile, another telecommunication company does not yet realize the importance of the unique program to keeps consumer’s loyalty. In order to understand Telkomsel’s strategy to keep consumer’s loyalty through Telkomsel Poin, this research use Integrated Marketing Communication (IMC) theory with a qualitative method and written in descriptive type. This research uses purposive sampling technique with fixed criteria and the subject in this research is Acquisition Loyalty Retention division of GraPARI Telkomsel Malang. With a total amount of five people. The research’s data collected from an interview and secondary data source. As a result, this research shows that the Acquisition Loyalty Retention division from GraPARI Telkomsel Malang uses IMC’s models, such as advertising, special event, and merchant cooperation for their Telkomsel Poin program. Yet, the program act as public relation, sales promotion, and direct marketing tool. Meanwhile, the positioning of the program added more value to the consumer. The conclusion of this research shows that GraPARI Telkomsel Malang uses special events, merchant cooperation, and open booth to sell their Telkomsel Poin program. Meanwhile, GraPARI Telkomsel Malang uses BTL (Below The Line) media to promote it and for the positioning of this consumer loyalty program, they intend to add value to their consumer.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201410040311104
Keywords: Integrated Marketing Communication Strategy, Loyalty
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 18 Mar 2019 02:10
Last Modified: 18 Mar 2019 02:10
URI : http://eprints.umm.ac.id/id/eprint/45268

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