PROPOSED MARKETING STRATEGY FORCLAP.ID PT TELEKOMUNIKASI INDONESIA (PERSERO) Tbk.

• Main Author: Marveli Kurniawan, Alvin
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/39265
• Institution: Institut Teknologi Bandung

Seeing the large telecommunications needs, making device providers or vendors vying to market their devices in Indonesia. PT Telekomunikasi Indonesia is companies engaged in telecommunications. Services offered by PT Telekomunikasi Indonesia varies greatly. One of them is clap.id. Clap is a member of all fashion clothing store. Each time a transaction, will earn points that can be exchanged at the fashion and clothing store in Bandung. Clap stands for customer loyalty application or an application to get various rewards from your chosen merchant / brand. Rewards can be in the form of special discounts, giving points and exchanging points that you have to get a discount. This study aims to determine the condition of efficiency, system availability, fulfillment, privacy, customer satisfaction, and loyalty intention on Clap.id. This research aims to hekp Clap.id increase their loyalty intention. To overcome the problem, researchers used a fish bone diagram to make the root cause of the "cause" of the problem root. If "problems" and "causes" are known with certainty, then corrective actions and steps will be easier to do. . From those root causes depicted in fish bone diagrams, the clap.id of the intention to increase the intention of loyalty of its customers. In choosing an alternative strategy that is most suitable, the researcher uses TOWS analysis to make the proposed strategy and the solution that will become the implementation plan. After following the steps in the TOWS analysis, the researcher proposed a strategy to answer the main problems faced by Clap.id. The first strategy is to educate potential customers how to use Clap.id. The second solution is promotion through social media because it suits the lifestyle of the Indonesian people, and the last strategy is to increase loyalty through membership and discounts at Clap.id. Sequential strategies must be followed by an implementation plan to maintain timeliness.