TELKOM SPEEDY STRATEGY PROMOTION THROUGH MEMBER GET MEMBER

• Main Author: SANGGA BATARA (NIM : 29107388); Pembimbing Akademik : Ir. Evo S. Hariandja, MM, RESIAN
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16962
• Institution: Institut Teknologi Bandung

TELKOM is one of the corporate government that provide the widest service and network telecommunication in Indonesia. One of its essential business is internet service which is Speedy. <br /> <br /> <br /> The business issue in the industri internet is that the declining 10% of Speedy market share from year 2007 to 2008. This declining market share is cause by several fact, which are there are many newcomers at the internet industri, lack of information about promotion program by Speedy to its consumer and the emerge of new technology mobile broadband. <br /> <br /> <br /> The research methodology that has been done are by doing several steps such as introduction research due to explore what atributs that can support the research, furthermore data collection has been done by interviewing TELKOM’s Speedy division due to analyze what kinds of strategy promotion that has been done over the past 2008 and also by doing survey Focus Group <br /> <br /> <br /> Discussion on the Speedy’s customer to seek from their interest of Speedy’s promotion attribute til Speedy’s promotion program. There is also a curtailment in this research due to focus on its strategy promotion issue. The objective of this research are to known the consumer behavior in selecting theis internet service provider, to known the strategy promotion in reaching the consumer, to determine which strategy promotion that interest the buyers and what kind of facility that attracts those buyers. <br /> <br /> <br /> After the researcher taking several action and analyze, the main issue in this reserach is lack of information about promotion program by Speedy to its consumer. That issue could solved by doing revision promotion budget alocation that Speedy has based on the FGD result. After revisioning promotion budget alocation, its suggested that the business solution is through member get member to reach its potential consumer. Obviously the strategy promotion that has been suggested by the researcher could be an input for the TELKOM Speedy division in the upcoming years.