MARKETING COMMUNICATION FOR TELKOM INTERNATIONAL DIRECT DIALING 01017
IDD (International Direct Dialing) 01017 is form of cheap rates service access of Telkom to make international calls to foreign countries, offering a better voice call service and network quality with clear channel. However, digital communication services present such as Line and WhatsApp, make cont...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/43172 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | IDD (International Direct Dialing) 01017 is form of cheap rates service access of Telkom to make international calls to foreign countries, offering a better voice call service and network quality with clear channel. However, digital communication services present such as Line and WhatsApp, make contributions to Telkom's revenue from international traditional IDD traffic continues to decline. This brings the questions of how aware are people of IDD 01017 and what marketing communication that would attract audiences to use IDD 01017 as a media in making international calls. Both qualitative and quantitative research methodology is used in this research. The primary data gathered is from interviewing Telkom Regional III Wholesale Services Marketing Manager, interviewing ten informants, and spreading questionnaires by targeting people who make or have made overseas calls. Ineffectiveness of marketing communication and lack awareness obtained to be the cause of the problem. Thus, the marketing communication objective is to build brand awareness to motivate customers to use IDD 01017 as an alternative media in making international calls by digital advertising channels, event and booth. The majority of costumers' purpose is calling abroad for business or work calls, which needed a quick response, it may could be the advantage to attract customers, considering the positioning of IDD 01017 included the two factors that audiences need which are international calls needs an ease of connection and good voice quality.
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