1 CIIAPTER I INTRODUCTION l.l Reason for Choosing the Title Communication is an activity of expressing; ideas and feelings or acrivity of giving people information. We can sencimportant messages, goocl or bad news and gives any infonnation to everybody, by using communication. When time, distance and cost become the problem, internet can be a good problem to solve it because we can use it every time and it is very ease to use. lntemet grows fastest and it influerices individual pattern, global tinance, and marketing strate.gy. A comparr' will need it to expand its business If a company don't take any acvantages clf internet, it will be hard to expand and it will lose the competition., f hil condition makes many telecommunication companies improve tr- O-O"ct. To face the hard telecommunication business competition on this globahzation era, a telecommunication company must have & special quality of products, in.rr,ier to introduce the company's product and to persuade the customers to - 1 : t l - i l t - A good promotion strategies can be the best solution and practice = rnuoduce internet to public. Beside that, it can increase the company's.:-:.:me To face the hard business competition, PT. Telkom
2 .:r.rj Selatan uses several promotion stratcfiies in orcler to succeed the :romcrtion and the company canreach its goal. -\ccording to Cravens (19987') protnotiott strategy is -?: -.,:cirnuan, implernentasi don pengendoltun komunilcusi tlari suatu -;-:,:--.,:.ii lrepada part konsurnen dan sa,.caran lainnyo."(planning, -:::iementation and communication handling frorn the organization to the,.:-iumers ancl the other target). Based on the reason above. the writer chooses the title Promotion S:=:egies of Speedy at PT. Telekomuniliasi Indonesia, Tbk ----r-:rii Selatan. Ssetement of the Problem According to the reason fol choosiirg the title above, the statement :: :-: problem is what are the promotion strategies of Speedy at PT. --i..m Jakarta Selatan? Limitation of the Problem Promotion has various problem and there are many topics that can --e ;iscussed. To avoid mistake from the main problem stated above, this l+er is limited'on promotion strategies of PT. Telkom Jakarta S:^.:ten. that is the product promotion.
3 of the Study In promoting its product, PT. Telkcm Jakarta Selatan -veral strategies and media. They carry out in order to attract as many as possible to buy the protluct. Based on the statement he objective of this study is to describe the promotion strategies of Speedy used at PT. Telkom.lakarta Selatan. of the Study The significance that could be taken from the results of this study futre writer: During the study, the writer gets knowledge above promotion dftrity klhe at PT. Telkom Jakarta Selatan. company With this paper the company will get sugg"rti* nom the writer -d promotion activity at PT. Telkom Jakarta Selatan, so f+ it becomes a positive input to increase the promotion activity in the he. Tufrerhiversity: This paper can be used as references and knowledge of the about promotion activity and hopefuily this paper will be useful fubdents who are interested in broadening this study.
4 of the Study To arrange this paper, the writer did the study at PT. Telkom Jakarta Selatan. The study was held for a month (l 28, 2007). The writer started to do the job training at PT. Telkom Jakarta Selatan on Monday to Thursday from am to m Friday from am to pm, while the activities that the dd during that study are as follows : J akarta Selatan Studying the product knowledge. Dharmawangsa Square a. Visiting Speedy exhibition. b. Distributing leaflets. Plasa Telkom Ciledug Plasa Telkom Bintaro Jakarta Selatan Helping to make selling recapitulation of Speedy. Serving password request from
5 13-15 February, 2007 Bintaro Pool Plaza Bintaro Plasa Telkom Bintaro a. /rsking for permition fiom the security at Bintaro pool to make exhibition stand. b. Asking for permition to distribute leaflets at Plaza Bintaro. c.,rt sking selling recapitulation l6 Fcbruary, t February,. _,,]_ --;l:-;:\ I(anclatcl Jakarla Selatan Jakarta Selatan Jakarta Sclatan of Speedy on Bintaro area. Mailing er notc of urccting by pl'o're ( PERMATA ) about event on March. Taking a call from the customers. Serving the sales force who ask leaflets and files for the customers. Cirlling customer to ask when the iechnician can install and set Speedy (activation). - ; - F ' 2 n. -!! r e g!. Graha Persada Halim Perdana Hclping the exhibition of Speedy. Kusuma J:karra Timur
6 26-28 a. Monitoring selling February, Jakarta Selatan recapitulation fi om Mirror 2007 on - line. b. Serving password request fiom the customers. 1.1 Table of Field Activities \l.thod of Data Ciollection To rvrite this paper, the writer rned scveraldata, while the method -:.:-.:-- ;,rllectine the data are as follows : ---: -:*-:-g to Hadi (1987 :193), interview is"metocle pengumpulan _':.irt Tatrya jawab sepihok yang dikerjakan clengan a berdasarkan pada tujuan peny,zlidikan."( A method of data : -.-;,-:ion with one side interview, which is systernatically and based on -:t -.:-dr ). In this case, the writer interviewed the manager assistant, team =:: -: :nd some officers of Data and Internet Sales and Promotion about :--=::--:totion strategy of Speedy. :,:sen.ation -\ccording to Kartono (1990: 157) observation is " Studi yang j-._.---: t dan sistematis tentang fenomena social dan gejala-gejala alam -.: -_:--.;.'--:!en pengametan." (The intentionaily and systematically study j'. -: -= --:'.-:al and nature phenomena by observation). By using this
7 mrtro4 the writer directly observed the promotion activities at PT. Tdkom Jakarta Selatan. 3- Library Research According to Nasir (1983:13), library research is "Metode l4unptlan fufusan data dengan menggunakan bulw-bulat literatur yang dengan penelitian." ( A method of collecting data by using books related to the study). This method is used by the writer to collect -out promotion activity from some books and websites related to in this paper. Organization The paper organizations in this paper are : Chapter I is Introduction. This chapter consists of reason for -\. ': -,,.; '." the title, statement of the problen, objective of the study, of the study, implementation of the study, method of data d OilCr pryer organization. tr is Literature Review. This chapter consists of d sfiatery, the importance of the strategy, definition of fu compon nts of promotion, objective of promotion, ttp6 of hryers' behavior and definition of Speedy. ILIh Promotion Strategies of Speedy at PT. Telkom This ch4ter consrsis of history of PT. Telkom visim atd m'ssion of PT. Telkom, the
8 rr Bnization structure, job clescription, and promotion strategies of Speedy.r PT. Telkom Jakarta Selatan. Chapter IV is Conclusion and Suggestion. This chapter consists of.aa-ltsi on and su ggesti on.
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