#TITLE_ALTERNATIVE#

• Main Author: ADHI (NIM : 29109019) ; Pembimbing Dr. Ir. Mustika Sufiati Purwanegara, M.Sc. , Ir. Satya Adi, BAWONO
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18145
• Institution: Institut Teknologi Bandung

competition to be competitive. XL as a communications operator in Indonesia's <br /> <br /> <br /> <br /> <br /> has increasing effort to undertake a wide range of communication strategies and <br /> <br /> <br /> <br /> <br /> effective marketing strategies to attract new customers and retain existing <br /> <br /> <br /> <br /> <br /> customers. Strategy implemented through XL products and services unique, <br /> <br /> <br /> <br /> <br /> innovative and new right then communicated to the customer. <br /> <br /> <br /> <br /> <br /> Exploration aims to identify the business issues of strength, weakness, <br /> <br /> <br /> <br /> <br /> opportunity, and threat that occurs on XL products of mobile data services in the <br /> <br /> <br /> <br /> <br /> city of Bandung, so that the root of the problem can be identified. The steps <br /> <br /> <br /> <br /> <br /> undertaken in the process is the collection of secondary data analysis, exploratory <br /> <br /> <br /> <br /> <br /> analysis of business issues, Interview with the XL, vendors, and consumers, <br /> <br /> <br /> <br /> <br /> market research in the area of Bandung, the proposed marketing strategy <br /> <br /> <br /> <br /> <br /> communication mobile data services, and Implementation. <br /> <br /> <br /> <br /> <br /> The analysis obtained were low awareness of the use mobile data services that <br /> <br /> <br /> <br /> <br /> indicate a potential large market for XL to develop mobile data services that city <br /> <br /> <br /> <br /> <br /> people. Development of integrated marketing communications is a method for <br /> <br /> <br /> <br /> <br /> efficient and effective in educating the people of Bandung on mobile data services. <br /> <br /> <br /> <br /> <br /> Integrated marketing communications is expected to be a solution for solving the <br /> <br /> <br /> <br /> <br /> root problem of educating the public about the benefits and usefulness of data <br /> <br /> <br /> <br /> <br /> services that can diaplilkasikan in everyday life. This process aims to expand the <br /> <br /> <br /> <br /> <br /> use of cell phones that are not only used for voice and SMS services, but is used <br /> <br /> <br /> <br /> <br /> as a medium for the mobile internet <br /> <br /> <br /> <br /> <br /> Implementation will be conducted in Bandung, which has 6 regions division of the <br /> <br /> <br /> <br /> <br /> city, namely Bojonegara region, Cibeunying region, Ujung Berung region, Gede <br /> <br /> <br /> <br /> <br /> Bage region, Karees region, and Tegallega region.