PROPOSED PROMOTION STRATEGY FOR KARTUHALO (Case Study: Halo Kick)

• Main Author: Widya Yosfi - 29116090, Ramdhasari
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30195
• Institution: Institut Teknologi Bandung

Mobile phone is one of the valuable items that easy to carry that make communication easier, fill the free <br /> <br /> time, finding information, and many other benefits that make mobile phone as a necessity in life. Mobile <br /> <br /> phone users in Indonesia also has a very high number that reached 311.9 million people of 256.2 million <br /> <br /> people. It means, the average citizen of Indonesia has phone at least two by using 2-3 card provider. This <br /> <br /> is also related to the number of internet users who reached 132.7 million people. To attract more new <br /> <br /> customers, company use various promotion. The objective of promotion is to encourage customer to buy <br /> <br /> the product. So, to attract attention new customers to purchase a company should understand the appropriate <br /> <br /> promotional mix for the target. <br /> <br /> XYZ is one of postpaid actual product from ABC that aim to attract young professional who prioritized big <br /> <br /> quota of internet. The number of ABC subscriber’s decrease from 2016 to 2017, so ABC conduct various <br /> <br /> promotion using XYZ as their product to attract more customers. This research aims to study the external <br /> <br /> and internal factors, SWOT analysis, and root cause to create the business solution. From external analysis <br /> <br /> founded that there are opportunities and threat for telecommunication industry, meanwhile in internal <br /> <br /> analysis founded the strength and weakness of XYZ. Combination of external and internal analysis, then <br /> <br /> SWOT is formed. SWOT will help to give some alternative business solution. After all analysis was done, <br /> <br /> then the root cause is obtained. Root cause explains the gap between current strategies with the reality. In <br /> <br /> this research, the analysis explains about the effect elements of promotion mix on purchase intention of <br /> <br /> mobile service provided by ABC through XYZ as their postpaid product. The elements of promotion mix <br /> <br /> consist of advertising, personal selling, sales promotion, public relation, and direct marketing. <br /> <br /> This research is quantitative research which conduct survey using questionnaire which distributed through <br /> <br /> google form to people who do not use postpaid. The sampling technique is using purposive sampling <br /> <br /> technique. The number of respondent who filled the questionnaire was 398 respondents. As many <br /> <br /> as 193 respondents did not eligible and should eliminate them because they do not want to switch <br /> <br /> to postpaid and some of them already used postpaid services. Thus, the number of respondents <br /> <br /> who can continue as sample of this research are 205 respondents who can be analyzed using <br /> <br /> regression. This research found that only three elements of five elements of promotion mix that have been <br /> <br /> conducted by XYZ who effect to purchase intention, there are advertising, sales promotion and public <br /> <br /> relation. So, XYZ should strengthen the promotion of advertising, sales promotion, and public relation in <br /> <br /> order to attract more new customers.