STRATEGI KOMUNIKASI PEMASARAN PT. PLN DALAM MEMPROMOSIKAN LISTRIK PRABAYAR (Studi Pada Bagian Pemasaran PT PLN (Persero) APJ Malang, JawaTimur)

Nurdiana, Tutik (2010) STRATEGI KOMUNIKASI PEMASARAN PT. PLN DALAM MEMPROMOSIKAN LISTRIK PRABAYAR (Studi Pada Bagian Pemasaran PT PLN (Persero) APJ Malang, JawaTimur). Other thesis, University of Muhammadiyah Malang.

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Abstract

Marketing communication is an effort to deliver message to the public, especially consumer as a target of the existence of a product or program. Marketing communication is great of support to marketing strategy of the company. On December 2009, PT. PLN released its newest program called prepaid electricity. To introduce new programs to the community, especially customers of PLN, therefore there must be a marketing communications strategy to promote prepaid electricity to the society. Statement of the problem in this research is how Marketing Communications strategy PLN APJ Malang in promoting pre­paid electricity to communities in Malang is? The purpose of this study was to find out how the marketing strategy used by PLN APJ Malang to promote prepaid electricity to the people of Malang. This study uses a qualitative approach, where information or data that is collected is described based on the expression and interpretation of the informants who had previously been determined using purposive sampling technique by using interviews and documentation as data collection techniques. The reason why researcher uses descriptive qualitative research is to obtain data and understanding the phenomena experienced by the informants. In this study, researcher wanted to know how does marketing communication strategy used by the marketing of electricity PLN in promoting prepayment electricity to the community. The researcher used triangulation of data sources as the validity of the technique in which researcher conducted interviews with an informant and other informants who had been assigned investigators. From this result, in setting and implementing marketing communications strategies in promoting pre­paid electricity, is the authorization of PLN marketing department Malang area. However, there are some socialization aided by the Network Services Unit (UPJ), both town and district of Malang. The segmentation of the target of marketing communications in terms of promoting this prepayment electricity is households’ customers that have electric power from 450­kwh 5500 kwh. Furthermore, as a communicator of marketing communications electrical prepayment are marketing department and part of PLN UPJ both the town and district of Malang. Messages submitted to the communicants are the difference between prepaid electricity with electricity post­pay, benefits, until the cost of tokens / vouchers of electrical energy and the place of purchase tokens. Communication channel used is a personal communications channel and non­ personal communication channels. Conducting personal communication channel to the customer is manager area, manager unit, and supervisor each unit. However, non­personal communication channels used are mass media, such as through the RRI radio, local and national newspapers. Besides, it also distributes flyers and put up banners in every office and participated in exhibitions PLN public service. In evaluating the marketing communications activities that have been conducted, PLN Malang Area make targets to be achieved as a measure for success has already fulfilled or not.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 15 May 2012 08:26
Last Modified: 15 May 2012 08:26
URI: http://eprints.umm.ac.id/id/eprint/5382

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