| dc.contributor.advisor | RASYID, HARYADI ARIEF NUUR | |
| dc.contributor.author | ZETIRA, SANDRA | |
| dc.date.accessioned | 2017-09-22T02:36:59Z | |
| dc.date.available | 2017-09-22T02:36:59Z | |
| dc.date.issued | 2017-08-14 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/14959 | |
| dc.description | Program “We Challenge Youth Project (WCYP)” is one of the internship program at once tobe the brand ambassador for the university students which is founded by Youth and Comunity division of Telkomsel Branch Yogyakarta.The establishment of “We Challenge Youth Project (WCYP)”program has the background that for giving a place to the university students in exploring their cability and creative ideas in doing a program, for giving the useful knowledge to the youth. This research has the purpose to describe and to know the result from the marketing communication strategy which is applied by WCYP program in marketing Telkomsel.
The kind of research that is used in this case study is qualitative descriptive. The data collecting technique that is used in this research are interview and documentation. Next, after the data has been got completely, the researcher does data analysis such as data collecting, data reducing and data display then the conclusion.
The result of the research shows that the marketing communication strategy which is hold by Telkomsel Branch Yogyakarta in marketing “ We Challenge Youth Project (WCYP)” program through some steps by using 4 tools mixing promotion such as Word of Mouth, Advertising, Personal Selling and Direct Marketing,Event Marketing,Sales Promotion, Public Relation. The use of promotion tools have reached the target successfully as it is wanted. But, in the phase of marketing communication that has been done, there are some points that must be paid attention such as making wider promotion area to do and more maximizing the role of marketing communication media as they are the tools advertising and direct marketing. | en_US |
| dc.description.abstract | Program We Challenge Youth Project (WCYP) merupakan salah satu program magang sekaligus menjadikan brand ambassador untuk mahasiswa yang dibentuk oleh divisi Youth and Comunity dari Telkomsel branch Yogyakarta. Berdirinya program We Challenge Youth Project ini dilatar belakangi untuk memberikan wadah kepada mahasiswa dalam mengeksplorasi kemampuan dan ide-ide kreatif dalam menggarap sebuah program, memberikan ilmu yang bermanfaat kepada anak-anak muda. Penelitian ini bertujuan untuk mendeskripsikan dan mengetahui hasil dari strategi komunikasi pemasaran yang diterapkan oleh WCYP dalam memasarkan Telkomsel.
Jenis penelitian yang digunakan adalah studi kasus deskriptif kualitatif. Adapun teknik pengumpulan data dalam penelitian ini yaitu wawancara dan dokumentasi. Selanjutnya, setelah data diperoleh sudah lengkap peneliti melakukan analisis data berupa pengumpulan data, reduksi data dan display data serta kesimpulan.
Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran yang dilakukan oleh Telkomsel branch Yogyakarta dalam memasarkan produk, We Challenge Youth Project melalui beberapa tahapan dengan menggunakan 4 tools bauran promosi antara lain Word Of Mouth , Advertising, Personal Selling dan Direct Marketing, Event Marketing, Sales Promotion,Public Relation. Penggunaan alat-alat promosi tersebut telah berhasil mencapai target yang diinginkan. Namun pada tahapan komunikasi pemasaran yang telah dilakukan, ada beberapa hal yang harus diperhatikan seperti lebih memperluas lagi area promosi yang dilakukan dan lebih memaksimalkan peran media komunikasi pemasaran seperti pada tools advertising dan personal selling | en_US |
| dc.publisher | FISIP UMY | en_US |
| dc.subject | Strategi Komunikasi Pemasaran, Telkomsel Branch Yogyakarta, Program We Challenge Youth Project. Communication Marketing Strategy, Telkomsel Branch Yogyakarta, We Challange Youth Project Program. | en_US |
| dc.title | STRATEGI KOMUNIKASI PEMASARAN TELKOMSEL BRANCH YOGYAKARTA MELALUI PROGRAM WE CHALLENGE YOUTH PROJECT (WCYP) TAHUN 2015-2016 | en_US |
| dc.type | Thesis
SKR
FISIP
533 | en_US |
