STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN MARKET SHARE SEGMEN REMAJA PT TELKOMSEL DI KOTA SURABAYA
Abstract
Deliana Putri Agustin, Marketing Communication Strategy In Improving Market Share YouthSegment PT Telkomsel in Surabaya City. This study aims to describe the marketing communication
strategy conducted by PT Telkomsel in increasing the market share in Segment Youth based on kotler
theory (1976: 46) which is Marketing Mix consisting of Four P (4P) ie product, price, place, place),
and promotion (promotion) and AIDDA Theory (Attention, Interest, Desire, Decision, Action). The
type of this research is descriptive qualitative, that is descriptive research which describes fact
factually and meticulously as well as qualitative research which yields findings that can not be
obtained by statistic or measurement. This research describes marketing communication strategy
conducted by PT Telkomsel assisted by SPV Youth and Community Telkomsel Branch Surabya,
covering product (product), price (price), place (place), and promotion (promotion). Data collected
through in-depth interviews SPV Youth and Community Branch Surabaya as representative of PT
Telkomsel as Key Informant and some staff as informant as well as to test the validity of data. The
result of the research shows that the fourth communication strategy conducted by PT Telkomsel in
increasing the market share of youth segment is by promotion.
Keywords : Marketing Communication Strategy
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