STRATEGI KOMUNIKASI PEMASARAN TELKOM DALAM MEMPERTAHANKAN LOYALITAS PELANGGAN SPEEDY DI SURABAYA (Studi Deskriptif Kualitatif pada PT. Telkom Area V Jawa Timur)

BOGI , DWI PAYANA (2013) STRATEGI KOMUNIKASI PEMASARAN TELKOM DALAM MEMPERTAHANKAN LOYALITAS PELANGGAN SPEEDY DI SURABAYA (Studi Deskriptif Kualitatif pada PT. Telkom Area V Jawa Timur). Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.

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Abstract

In marketing communications, promotion is very important to help increase sales of products and one of the ways to add subscribers. In this study describes the strategy in maintaining customer loyalty through promotional activities of Telkom Area V East Java. Aiming to develop marketing communications strategies that have been done by generating new programs. This research uses descriptive qualitative method. Researchers how marketing communication activities of Telkom Area V East Java that has been done. By way of observation and in-depth interviews. The conclusions of this study, Telkom Area V East Java in retaining customer loyalty speedy use marketing communication strategies by determining the appropriate segemntasi and target firm characteristics, in order to compose a message to the audience, as well as promotion through billboards, events/ exhibition, advertorials, and event publicity and media relations by selecting the newspapers and radio. Keywords : Strategy , Marketing Communications , Maintaining Loyalty ,Telkom Area V East Java .

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