KOMUNIKASI PEMASARAN BERBASIS KOMUNITAS PELANGGAN Studi Kasus Pengembangan Program Komunikasi Pemasaran Kartu As Telkomsel Melalui Komunitas Gen’ Asik

Dewi Kurniawati, Widodo Agus Setianto

2010 | Skripsi | Ilmu Komunikasi

Communication is an important element of the marketing. Through communication, all information about products or services can be delivered as clear as it should. Marketing communication is an effort in message delivery or information change about product and service, which happens constaniously and resiprocally, as part of an effective and efficient marketing process. Marketing communication triggers a dialogue between producers and consumers or the reverse. Practically, marketing communication is very influenced by market change. A fragmented mass market change, plus information and communication technology growth, drives marketers to develop a more segmented communication marketing, such as through customer community. Customer community is not only a spot where the members are gathered, but even more, customer community has become part of the marketing process by a personal relationship. Nowadays, customer community starts to be developped by marketers as part of the communication programme that aim to make a costumer loyalty. Telkomsel is one of the biggest telecommunication corporation in Indonesia with the most customers in number. Telkomsel grows a customer community in order to keep the old customer loyalty (retention) in the middle of a tight cellular card bussiness competition. Gen’Asik, the Kartu As customer community, has a unique characteristic compared with other Telkomsel’s customer community. This community creates a dialogue and interaction between Telkomsel and its costumers, which can support marketing activities. Eventually, customer community becomes a part of the marketing communication programme development in order to build customers loyalty.

Kata Kunci : Komunikasi Pemasaran