PROPOSED MARKETING COMMUNICATION FOR “SLI 007”

• Main Author: Rifaldi, Reza
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35845
• Institution: Institut Teknologi Bandung

SLI 007 is a product of international direct dial managed by PT Telkom and Telkomsel. Nowadays, customers gradually leave the direct dialing method as their communication media and they do not even know any more about international direct dialing product. This research aims to identify the factors affecting customer Purchase Decision towards international direct dialing and the suitable marketing communication strategy for SLI 007. This research aims to find out what factors can influence purchasing decisions by using Pre-Purchase analysis at the stage of The Three-Stage Model of Service. Then find out how effective marketing has been done by PT Telkom by calculating Return on Marketing Investment, Marketing Mix, STP and Analysis of marketing activities. And it ends with determining the most appropriate and effective marketing communication to increase the intention to buy. To be able to do the analysis, the authors collected qualitative and quantitative data. Later, data was obtained from a Focus Group Discussion with 8 participants who had made international calls. And quantitative data obtained from questionnaires obtained from 246 respondents From the results of the pre-purchase analysis shows that the factors that can influence purchasing decisions are internal influences in the form of self-need in the Need Awareness stage. Then at the stage of Information Search, the promotion of prices they are looking for information on the internet and social media is an influential factor. And in the Evaluation of Alternatives stage, it shows that they are in a moderate stage in evaluating international call products, then the risk of this product is in the form of financial and functional risks because the expectations of international call products such as SLI 007 are very high. The marketing communication that will be implemented is the delivery of messages on how to use and promote prices with the theme of Hajj, Umrah, and families using SMS Broadcast, Social Media and Event & Booth.