KEBIJAKAN KOMUNIKASI DALAM MOBILE MARKETING (Analisis Isi SMS Advertising Layanan Telekomunikasi oleh Operator Selular GSM Prabayar berdasarkan Undang-undang No. 11 Tahun 2008 tentang Informasi dan Transaksi Elektronik Pasal ke-9 dan Etika Pariwara Indonesia Periode Juli – November 2013)

Danang Trijayanto, Dr. Kuskridho Ambardi, M.A, Ph.D

2014 | Tesis | S2 Ilmu Politik/Ilmu Komunikasi

Danang Trijayanto. 322444. SMS Advertising Analysis of The Telecommunication Product Based on Information Electronic Transaction and Indonesian Advertisment Ethics in 2013. Thesis of S2 Degree. Post Graduate of Communication Studies, Faculty of Social and Political Sciences. Gadjah Mada University. 2014. The communication technology is revolutionize marketing activities to mobile marketing, one of which is with (Short Message Service) SMS advertising. Mobile telecommunication corporate use this marketing method to the advertising of products operator services. The problem is the marketing strategy of telecom products that tend to harm customers because of the mismatch between the content of the ad and the product obtained, which is affected by the completeness and clarity of product information. Communication policy is both regulation and ethics in marketing forms the basis for SMS advertising activity are based on Law No. 11 Year 2008 About the Information and Electronic Transaction Article 9 and Indonesian Advertisment Ethics. This study examines how the adoption of these rules, the content of targeted SMS telecom products shipped by seven Indonesian GSM prepaid cellular provider from July to November in 2013. Data were collected from seven numbers each cellular service provider, namely: Tri, Axis, XL Axiata, Telkomsel Simpati, Telkomsel Kartu AS, Indosat M3 and Indosat Mentari. Phone number of them is active mobile subscription and are registered in the same demographic status, so that the seven objects in the same treatment. Research results indicate that advertise products in telecommunications through SMS advertising, the service provider has not implemented the regulatory and ethical marketing well. Disadvantages incomplete information contained in the terms of the contract information that became the basis of information rights and obligations that must be met by the customer.

Danang Trijayanto. 322444. SMS Advertising Analysis of The Telecommunication Product Based on Information Electronic Transaction and Indonesian Advertisment Ethics in 2013. Thesis of S2 Degree. Post Graduate of Communication Studies, Faculty of Social and Political Sciences. Gadjah Mada University. 2014. The communication technology is revolutionize marketing activities to mobile marketing, one of which is with (Short Message Service) SMS advertising. Mobile telecommunication corporate use this marketing method to the advertising of products operator services. The problem is the marketing strategy of telecom products that tend to harm customers because of the mismatch between the content of the ad and the product obtained, which is affected by the completeness and clarity of product information. Communication policy is both regulation and ethics in marketing forms the basis for SMS advertising activity are based on Law No. 11 Year 2008 About the Information and Electronic Transaction Article 9 and Indonesian Advertisment Ethics. This study examines how the adoption of these rules, the content of targeted SMS telecom products shipped by seven Indonesian GSM prepaid cellular provider from July to November in 2013. Data were collected from seven numbers each cellular service provider, namely: Tri, Axis, XL Axiata, Telkomsel Simpati, Telkomsel Kartu AS, Indosat M3 and Indosat Mentari. Phone number of them is active mobile subscription and are registered in the same demographic status, so that the seven objects in the same treatment. Research results indicate that advertise products in telecommunications through SMS advertising, the service provider has not implemented the regulatory and ethical marketing well. Disadvantages incomplete information contained in the terms of the contract information that became the basis of information rights and obligations that must be met by the customer.

Kata Kunci : SMS, Iklan, Telekomunikasi, Etika, Regulasi, Pemasaran