Strategi Komunikasi Pemasaran Jasa Keagenan:(Studi kasus PT. Pos Indonesia dalam Mengaktifkan Agenpos)

Kartika Nirmalasandy , Rahayu

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Agenpos is a partnership program of PT Pos Indonesia launched on 2011. Holding franchise system based on technology, Agenpos can be managed by anyone with no need of big financial capital or any special expertise. By having exactly the same attribute and service as PT Pos Indonesia, Agenpos is also called private Post Office. In the development, the number of Agenpos registered always increased. But on the third year after launched, fact shown that not all Agenpos registered rub the bussiness actively. This condition made the company has to run another strategy to make the Agenpos registered to be activated. Using the case study method, this research reveal the depth steps in the marketing communication strategy, adapted from the concept of the development strategy of Philip Kotler, combined with the concept of belonging to Chris Fill and DeLozier as the originator of the classification of types of marketing communications strategy. Using techniques of data collection such as interviews, direct observations in the field, and a documentation library, this research produced findings that Posindo formulate two strategies. They are Strategy Through Event and Operations Optimization Strategy and Outlet. Both strategies are each embodied in the program as a marketing communications tactics and strategy in the form of Event Experiences, Personal Selling, Sales Promotion, Advertising, Publicity, Interactive Marketing and Word of Mouth. From a series of such programs, in 2014 we got the result that an increasing number of active Agenpos just 2% from the total Agenpos which registered. Increased thath less significantly makes marketing communication strategies that Posindo do be less successful that the company took measures to pursue those strategies until the time could not be determined. The researchers conclusion in categorizing the types of marketing communication strategy carried out in accordance with the findings of the research is PT Pos Indonesia to combine two kinds of strategies simultaneously, namely Strategy and Push Pull Strategy. Meanwhile, if the content of the message view, the most appropriate strategy to what the company is kind Product - Benefit Strategies. Then, the stages of planning to evaluation, concluded that PT Pos Indonesia has to understand and implement the appropriate strategy concept although some stages are not explicit in the series of activities of marketing communications strategy. But for the evaluation phase, the researcher advises companies to do this through comprehensive research that companies can determine which marketing communications programs most effectively done and otherwise. Keywords: Pos Indonesia, Posindo, Agenpos, Marketing Communications Strategy, Marketing Communications, Service Agency, Franchise, BUMN, SOE

Kata Kunci : Strategi Komunikasi Pemasaran