MARKETING COMMUNICATION STRATEGY OF LOYALTY PROGRAM TELKOMSEL POIN FOR TELKOMSEL CUSTOMERS

• Main Author: Widyasmi - 29116091, Sekarina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30857
• Institution: Institut Teknologi Bandung

Established since 1995, Telkomsel consistently serve telecommunication access to all <br /> <br /> <br /> <br /> Indonesia community. The biggest cellular operator in Indonesia with 178,000 customers. <br /> <br /> <br /> <br /> With a growing number of customers, Telkomsel proves that they honor all their customers <br /> <br /> <br /> <br /> by their tangible direct appreciation through Telkomsel Poin. This research is finding out <br /> <br /> <br /> <br /> whether the customer's level of satisfaction of this lucrative program can be good because the <br /> <br /> <br /> <br /> understanding of the benefits obtained is conveyed well through all communications carried <br /> <br /> <br /> <br /> out. <br /> <br /> <br /> <br /> Using theoretical foundation to learn satisfaction from Telkomsel Poin that divided into two, <br /> <br /> <br /> <br /> service quality and promo quality that affect by advertising to creat customer loyalty. This <br /> <br /> <br /> <br /> study uses explorative research and conclusive research to find out what customers’ needs <br /> <br /> <br /> <br /> over the program given along. Based by the highest gap value is the Telkomsel Point <br /> <br /> <br /> <br /> merchant variation. And the value proposition for advertising media is social media, for the <br /> <br /> <br /> <br /> promo type is the internet package, and for the merchant type is entertainment. <br /> <br /> <br /> <br /> All the highest gap in 6 variables needed to be execute in new communication order. <br /> <br /> <br /> <br /> Communication order consists 3 hierarchies; goals, message, instrument. In each hierarchy <br /> <br /> <br /> <br /> consists 9 steps which aims to improve the value gap variable. <br /> <br /> <br /> <br /> These aspects cannot be separated from previous performance and will be a sustainable <br /> <br /> <br /> <br /> performance. All performance for loyalty programs must be balanced between company, <br /> <br /> <br /> <br /> merchants, and customer to be a continuity. There are 6 variables that can be implemented <br /> <br /> <br /> <br /> further and deeper to be a more mature plan.