Evaluasi Hasil Strategi Pemasaran Produk Speedy Indihome 2014 di Tengah Persaingan Penyedia Layanan Akses Internet:(Studi kasus pada PT. Telekomunikasi Indonesia Kandatel Yogyakarta).

Francisca Megaswari Harie Surya, Ely Susanto

2014 | Skripsi | Ilmu Komunikasi

ABSTRACT One of the needs of the people in the modern era at this time is the speed of access information using the internet .Indonesia is a country with large number of resident as well as the countries occupying the 8th rank active users in the world the internet version APJII (Asosiasi Penyelenggara Jasa Internet Indonesia). Yogyakarta particularly, as the city education and culture have thousands of productive age who need of internet access. Internet access needs answered by the state company PT Telekomunikasi Indonesia with their product, Speedy. In this research , the achievement of researchers evaluate marketing strategies Telkom Speedy seen from the level of satisfaction and loyalty customers while offering suggestions for Kandatel Yogyakarta to marketing strategies in the following period. Evaluation the success of , failure and constraint on marketing strategies Kandatel Yogyakarta obtained from various sources primary data by interviews , observation and spread questionnaire to customers Telkom Speedy. Secondary data derived from the study documentation annual report , products list and price , as well as other related reports of relevance to research. From the research , marketing strategies that have been implemented kandatel yogyakarta year 2014 , Kandatel Yogyakarta still having a deficiency in the introduction of the newest product Speedy Indihome because the interest of community products against promo is still lacking. Besides, level of customer loyalty Telkom Speedy not obtained by a comprehensive Kandatel Yogyakarta Shall be proven with a spreading questionnaire to the customers. Because of it , Kandatel Yogyakarta still need to improve planning marketing strategies that will be done in the future to be more able to read the desire of the public as users and consumers Telkom Speedy . Keyword : Marketing Strategies, Speedy Indihome, Customer Loyalty

Kata Kunci : Strategi Pemasaran