Telemarketing Strategy Analysis of PT. Media Tribun Yogya to increase the number of Tribun Family Card Premium members

ANDINA ZARA A, Dr. Endang Soelistiyowati, M.Pd

2020 | Tugas Akhir | D3 BAHASA INGGRIS

PT. Media Tribun Yogya adalah salah satu perusahaan media terbesar di Yogyakarta. Sebagai salah satu perusahaan media terbesar, PT. Media Tribun Yogya tentu saja memiliki strategi untuk meningkatkan jumlah pelanggan dalam era digital ini. Tugas akhir ini membahas tentang profil perusahaan PT. Media Tribun Yogya, termasuk divisi Sirkulasi PT. Media Tribun Yogya, program Tribun Family Card Premium, dan Strategi Telemarketing PT. Media Tribun Yogya dalam meningkatkan jumlah pelanggan Tribun Family Card Premium. Metode pengumpulan data dengan metode kualitatif melalui pengamatan program magang selama dua bulan dari 13 Januari 2020 hingga 13 Maret 2020 di Divisi Sirkulasi PT. Media Tribun Yogya. Metode lain yang digunakan adalah wawancara dengan Manajer Divisi Sirkulasi dan Staf Telemarketing di PT. Media Tribun Yogya. Selain itu, metode lain adalah dari berbagai sumber seperti dari jurnal, artikel online dari internet, beberapa buku dan juga mengambil beberapa dokumentasi untuk mendapatkan data. Berdasarkan penelitian di Divisi Sirkulasi PT. Media Tribun Yogya, Telemarketing PT. Media Tribun Yogya memiliki peran penting untuk menambah jumlah pelanggan Tribun Family Card Premium. Berdasarkan pengamatan di divisi Sirkulasi PT. Media Tribun Yogya, strategi yang diterapkan oleh Telemarketing PT. Media Tribun Yogya melalui cara-cara berikut: meningkatkan kepuasan pelanggan, menangani keluhan pelanggan dengan benar, selalu meminta saran dari pelanggan, dan membangun kerja sama yang baik dengan merchants. Strategi tersebut dilakukan dengan media langsung dan tidak langsung oleh telemarketing PT. Media Tribun Yogya. Jika langsung, telemarketing akan berkomunikasi langsung dengan bertatap muka dengan pelanggan merchants. Dan untuk tidak langsung, telemarketing menggunakan social media sebagai sarana komunikasi dengan pelanggan dan merchants. Dari semua strategi di atas yang telah diterapkan oleh telemarketing PT. Media Tribun Yogya telah mampu meningkatkan jumlah pelanggan Tribun Family Card Premium dari jumlah pelanggan pada tahun 2018 yaitu 1017 dan pada tahun 2019 menjadi 1135 pelanggan.

PT. Media Tribun Yogya is one of the largest media companies in Yogyakarta. As one of the largest media company, PT. Media Tribun Yogya certainly has a strategy to increase the number of customers in this era. This final paper discusses the company profile of PT. Media Tribun Yogya, including Circulation division of PT. Media Tribun Yogya, Tribun Family Card Premium program, and Telemarketing Strategy of PT. Media Tribun Yogya to increase the number of Tribun Family Card members. The method of collecting data is a qualitative method through observation during the internship program for two months from 13th January 2020 until 13th March 2020 in Circulation Division of PT. Media Tribun Yogya. The other method is interview with The Manager of Circulation Division and Telemarketing Staff in PT. Media Tribun Yogya. Besides, the other method is from various sources such as from journals, online articles from the internet, some books and also took some documentation to gain data. Based on research in Circulation Division of PT. Media Tribun Yogya, Telemarketing of PT. Media Tribun Yogya has an important role to increase the number of Tribun Family Card Premium member. Based on the observation in Circulation division of PT. Media Tribun Yogya, the strategies implemented by Telemarketing of PT. Media Tribun Yogya are through the following ways: enhance customer satisfaction, handle customer complaints properly, always ask for suggestion from customers, and build great cooperation with merchants. The strategy is carried out with direct and indirect media by telemarketing PT. Media Tribun Yogya. For the direct, telemarketing will communicate directly with customers face to face with merchants. And for the indirect, telemarketing uses social media as a means of communication with customers and merchants. From all the strategies above that have been implemented by telemarketing PT. Media Tribun Yogya has increase the number of Tribun Family Card Premium customers from 1017 in 2018, in 2019 it became 1135 customers.

Kata Kunci : Kata Kunci: Telemarketing, Strategi Telemarketing, Tribun Family Card Premium