PROPOSAL OF COMMUNICATION STRATEGY FOR BIOPERTAMAX INNOVATION PRODUCT IN BANDUNG CITY

• Main Author: (NIM: 29107068); Pembimbing: Dr. Ir. Mustika S. Purwanegara, MSc, NANDANA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19042
• Institution: Institut Teknologi Bandung

The Government of Indonesia participate in the Kyoto Protocol agreement and issue a number of regulations of the use of energy that can be updated and environmentally friendly. The Indonesian government has targeted the sale of fuel products with a mixture of 5% biofuel in all SPBU in Indonesia until 2010. Pertamina is the only oil company that can sell product innovation Biopertamax directly to the public, but the target has not been reached since the start of a national sales Biopertamax. The Pertamina communication strategy to the community is suspectedless effective. The establishment of an effective communication strategy will need to know the factors of internal candidates such as consumer perception, attitude, knowledge, media habits, and the level of opinion leadership. Collecting the information is divided into two parts, the secondary data obtained from the mass media and the Internet, and primary data obtained from interviews and questionnaires distribution to the public users of gas Pertamax in Bandung. Results from the data collection level opinion leadership potential consumers are used to form a strategy segmenting, targeting, and positioning (STP). Results of the perception data product characteristics, attitude, knowledge, and media habits are used to establish communication strategies that ultimately are expected to increase the speed of adoption or acceptance from the community in Bandung. Implementation of communication strategy is divided into 3 parts, namely short-term activities, long-term activities, and proposed government policies. Shortterm activities aimed to increase the rate of adoption in the early stages of the adoption process, while long-term activity in the final stages of the process of adoption. Government's own policy required to help prevent the use of equity products Biopertamax in Indonesia in 2010. STP strategy through the implementation of communications activities and marketing strategies are expected to be more focused and detailed process to increase speed of Biopertamax innovation product adoption.