THE PROMOTION STRATEGIES OF SPEEDY AT PT. TELKOM KANDATEL JAKARTA SELATAN - UDiNus Repository
F.erantoro
0907
THE PROMOTIOI{ STRATEGIES OF SPEEDY
AT PT. TELKOM KANDATEL JAKARTA SELATAN
PAPER
Presenterlin partial fulfillment of the requirements
for the completion of Diploma III Program
of the English Language Department
s pecialized in office manag
AAil
PEBP|j$TTiK
t"*e
l$o
"
by:
Elvira Zachriyanti
c2r.2004.00499
FACULTY OF LANGUAGES AND LETTERS
DIAN NUSWANTORO UNIVERSITY
SEMARANG
2007
PAGE CF APPROVAL
This Faper has been apprar€d by the Board of Examiners af the Diploma III
English Pragram. Faculty af Lrug$ags$ and Letters, Dian Nuswantora University
Semarangorq July 25, ?007.
Baard of Examiners
Member
Chairperson
ffi
l}fuhsmm
Achm*d Sasari, S.$.
\
Ilaryati Shli*tyarini, S*S*
Apprcved by
Dean of
ii
Rifqi, S.S.
ACKNOWLEDGMENT
moment,I wisha prayerto the Ahnighfywho hasblessedme
At tlrislrappiest
dunngthe writingof this paper.
I wogld like furthermore to expressmy sincerethanksto :
1.
!Ir.
Matnnud,S.E,M.M., Deanof Facultyof Languagesand Lettersof Dian
NuswantoroUniversity,who gavepermissionto me to conductthis study.
2. Mrs. Tri Mulyani Watryuningsih,S.S., Paper Coordinator of Diploma III
Study Programof English Language,Faculty of Languagesand Letters,Dian
NuswantoroUniverstty.
3. Mrs. Haryati Sulistyorini,S. S., my adviser,for her continuottsand valuable
in completingthis paper
grridanceadviceand encouragment
4. All tecturersat the English deparnnentof Faculty of Languagesand Leffers of
Dian NuswantoroUniversity,who havetaught,tnotivated,ffid given guidance
during the uniting of this paper.
.
a t
- -
i
r =
5. Mr. Julu M. Siregar,JOM HR RepresentativiFf. Telkom KandatetJakarta
Selatanand Mr. Maman for their grving me the opportrmity and valuablehelp
to conductthe field studyat the company.
6. Mr. Syahrizal,Managerof Daa and VAS, Mr. Ltlingdut,ManagerAssistantof
VAS and Content.Mrs. Fenti and Mr. Purwanto,Teatn Leaderof Data and
Intemet and my advisersat PT. Telkom Kandalel JakartaSelatan,and all of
staff for their giving me the opporfuntty,experiencesand valuable help to
conductthe fielcl studyat ttrecompalry.
iii
Mr. Tridajuli, Mr. Endaris,Mrs. Yani, Mrs- Ledit'a' Mr' LuckY' Mr' Sahrial'
7
Ms. Justinaand all marketersof Speedyrvhohelpedme during the tield studYg. All of r1-yboardinghousetiiends at PangkalanJati and Kost E,xclusivePondok
Labu especialtl'Kiki, Anton, Mala' Acong' Pongkl',Ndut' Andy' Ades and
Wantowho helpedme during I was lived there'
9
rvho
The Cinere Mall's family (Deni, Adit, Sade, Yona. Ema, etc)
accompaniedme rvhen I rvasbored-
their
t0. The Librariansof The CentralLibrary if Dian NuswantoroUniversityfor
permissionfor me to use some referencesin rvriting this paper.
I l. My Classmates,especialtyDit4 Anggy and Arum" for their support'
12.Okka Andriansyah,rvhohelpedme during writing this paper.
13.My beloved,Erwin, w'ho gives me love, attention,suggestionand happiness.
Thanks for everYthing'I love You14. My family who have supportedme for mv study'
15.BaksoTrish at KompleksHankamPangkalanJati.
16.HMBI tamily who havesupportedme everyday.Thank you all.
which
17. The last but not the least DDR Machine 3d, 4ft , 8ft MIX and Extreme
mademe relax.
Fiilal!1,, I do
realize that due to my limited abiliq' this paper must have
shortcoming.For this, I rvelcomeany suggestionand criticisms-
Semarang,July 2007
The u,riter
Elvira Zachriyanti
lv
ABS'TRACT
at PT' Telkom
This pap€r,entitled"The Promotionstrategiesot'Speedy
conductedfor one month
KandatelJakartaSelatan",is the result of fietd study
pr.
Telkom KandatelJakartaSelatan(l _ 2g February2007) at
intervie$'
The data of this study were collectedby using observation,
aimed at understandingthe
and library research.The observationmethod was
methodwas conductedto get
activitiesof promotionstrategies.The interview
in the company.The library
informationabout the promotion strategyof Speedy
promotion strategY'
researchmethod *u, Conductedto get referencesabout
of Speedy
From the stud1,,it can be concludedthat the promotionstrategies
at PT. Telkom KandatelJakartaSelataninclude :
l. Strategyof productoffering rvhich consistsof :
a. E,xecutive'svisit
b. Executive'scall
2. Strateg;,of customerattractingrvhich consistsof:
a. Advertising
b. MarketingPromotion
c. Public relations
3. strategy of customermaintaining which consistsof:
a. Giving customerspositivesresponse
b. Servingthe customersPolitelY
c. Listening the customer'sproblems
d. APPreciatingthe customers
e. Introducing product to the customers
internal
f. Giving infoimation to the customers bv rvebsites and
magazrne
TA.BI,E OF {:ONTEFiTS
: --..1E
oF l'lT'l_F
I
: \GE OF ,,\PF}I{.OVA[,
.
I1
c-CKI{OWL,EDGEMhNT
iii
.tSSTRAC'T'
V
- : . 3 L E O F ' C O N T E } . I T S" . . .
vi
-:ST OF TAT]LES
viii
LIST OF FTGL}RES
ix
LrsTorlrnENDrcES
x
*-:{-{PTER I.
INTRODLTCITION
r
l. I
Reasonfor ChoosingTitle
I
1.?
Staternentof the Froblem
z
1-3
Limitation of the Problem
?
I -4
Ohjective of the Study
I.5
Signiticance of the Sfudy
3
1.6
Implementation of the Study
4
1.7
Method of Data Collection ..
6
t .8
Paper Organization
7
L--{{PTER Ii.
_...'.-;
..:,:.._.!.._-.;,.:--::.
3
-
LITERATURE REVIEW
9
2" I
Definition of Strategy
g
?.?
The Importance of Strategy
l0
2.i
Definitian of Prornafian
Il
?.4
Objective of Promobon
II
vl
2.5
The ComPonentsof Promotion
I3
2.6
Types of Buyers' Behavior
14
2.7
Promotion Strategy .
I5
2.8
Definition of SpeedyInternetProduct
l6
CHAPTER III. THE PROMOTION
STRATEGIES OF SPEEDY AT
P'T. TELKOM KANDATEL JAT,ARTA SELATAN
I]
3.1
History of PT. Telkom KandatelJakartaSelatan
17
3.2
Vision and Mission of PT. Telkom
19
3 .3
OrganizationalStructure..
20
3.4
Job Discription
22
3.5
Promotion Strategiesof Speedy at PT. Telkom
Kandatel Jakarta Selatan
24
3.5.I The Featuresof SpeedyService
25
3 .5.2 Promotion Strategiesof Speedyat PT. Telkom
v
KandatelJakartaSelatan
C}LAPTERIV. CONCLUSIONAND SUGGESTION
'
28
JL
4.1
Concluston
32
4.2
Suggestion.
J J
BIBLIOGRAPHY .
34
-{PPENDICES
35
vii
LIST OF TABLES
6
Tableof Field Activities
Table of Applied Tariff of Speedy
vul
27
LIST OF FIGURES
Structureof Organization
LIST OF APPENDICES
of Speedy.
Ilandbook of Speedy
ion form-ofS.peedy
.
3s
36
37
38
39
0907
THE PROMOTIOI{ STRATEGIES OF SPEEDY
AT PT. TELKOM KANDATEL JAKARTA SELATAN
PAPER
Presenterlin partial fulfillment of the requirements
for the completion of Diploma III Program
of the English Language Department
s pecialized in office manag
AAil
PEBP|j$TTiK
t"*e
l$o
"
by:
Elvira Zachriyanti
c2r.2004.00499
FACULTY OF LANGUAGES AND LETTERS
DIAN NUSWANTORO UNIVERSITY
SEMARANG
2007
PAGE CF APPROVAL
This Faper has been apprar€d by the Board of Examiners af the Diploma III
English Pragram. Faculty af Lrug$ags$ and Letters, Dian Nuswantora University
Semarangorq July 25, ?007.
Baard of Examiners
Member
Chairperson
ffi
l}fuhsmm
Achm*d Sasari, S.$.
\
Ilaryati Shli*tyarini, S*S*
Apprcved by
Dean of
ii
Rifqi, S.S.
ACKNOWLEDGMENT
moment,I wisha prayerto the Ahnighfywho hasblessedme
At tlrislrappiest
dunngthe writingof this paper.
I wogld like furthermore to expressmy sincerethanksto :
1.
!Ir.
Matnnud,S.E,M.M., Deanof Facultyof Languagesand Lettersof Dian
NuswantoroUniversity,who gavepermissionto me to conductthis study.
2. Mrs. Tri Mulyani Watryuningsih,S.S., Paper Coordinator of Diploma III
Study Programof English Language,Faculty of Languagesand Letters,Dian
NuswantoroUniverstty.
3. Mrs. Haryati Sulistyorini,S. S., my adviser,for her continuottsand valuable
in completingthis paper
grridanceadviceand encouragment
4. All tecturersat the English deparnnentof Faculty of Languagesand Leffers of
Dian NuswantoroUniversity,who havetaught,tnotivated,ffid given guidance
during the uniting of this paper.
.
a t
- -
i
r =
5. Mr. Julu M. Siregar,JOM HR RepresentativiFf. Telkom KandatetJakarta
Selatanand Mr. Maman for their grving me the opportrmity and valuablehelp
to conductthe field studyat the company.
6. Mr. Syahrizal,Managerof Daa and VAS, Mr. Ltlingdut,ManagerAssistantof
VAS and Content.Mrs. Fenti and Mr. Purwanto,Teatn Leaderof Data and
Intemet and my advisersat PT. Telkom Kandalel JakartaSelatan,and all of
staff for their giving me the opporfuntty,experiencesand valuable help to
conductthe fielcl studyat ttrecompalry.
iii
Mr. Tridajuli, Mr. Endaris,Mrs. Yani, Mrs- Ledit'a' Mr' LuckY' Mr' Sahrial'
7
Ms. Justinaand all marketersof Speedyrvhohelpedme during the tield studYg. All of r1-yboardinghousetiiends at PangkalanJati and Kost E,xclusivePondok
Labu especialtl'Kiki, Anton, Mala' Acong' Pongkl',Ndut' Andy' Ades and
Wantowho helpedme during I was lived there'
9
rvho
The Cinere Mall's family (Deni, Adit, Sade, Yona. Ema, etc)
accompaniedme rvhen I rvasbored-
their
t0. The Librariansof The CentralLibrary if Dian NuswantoroUniversityfor
permissionfor me to use some referencesin rvriting this paper.
I l. My Classmates,especialtyDit4 Anggy and Arum" for their support'
12.Okka Andriansyah,rvhohelpedme during writing this paper.
13.My beloved,Erwin, w'ho gives me love, attention,suggestionand happiness.
Thanks for everYthing'I love You14. My family who have supportedme for mv study'
15.BaksoTrish at KompleksHankamPangkalanJati.
16.HMBI tamily who havesupportedme everyday.Thank you all.
which
17. The last but not the least DDR Machine 3d, 4ft , 8ft MIX and Extreme
mademe relax.
Fiilal!1,, I do
realize that due to my limited abiliq' this paper must have
shortcoming.For this, I rvelcomeany suggestionand criticisms-
Semarang,July 2007
The u,riter
Elvira Zachriyanti
lv
ABS'TRACT
at PT' Telkom
This pap€r,entitled"The Promotionstrategiesot'Speedy
conductedfor one month
KandatelJakartaSelatan",is the result of fietd study
pr.
Telkom KandatelJakartaSelatan(l _ 2g February2007) at
intervie$'
The data of this study were collectedby using observation,
aimed at understandingthe
and library research.The observationmethod was
methodwas conductedto get
activitiesof promotionstrategies.The interview
in the company.The library
informationabout the promotion strategyof Speedy
promotion strategY'
researchmethod *u, Conductedto get referencesabout
of Speedy
From the stud1,,it can be concludedthat the promotionstrategies
at PT. Telkom KandatelJakartaSelataninclude :
l. Strategyof productoffering rvhich consistsof :
a. E,xecutive'svisit
b. Executive'scall
2. Strateg;,of customerattractingrvhich consistsof:
a. Advertising
b. MarketingPromotion
c. Public relations
3. strategy of customermaintaining which consistsof:
a. Giving customerspositivesresponse
b. Servingthe customersPolitelY
c. Listening the customer'sproblems
d. APPreciatingthe customers
e. Introducing product to the customers
internal
f. Giving infoimation to the customers bv rvebsites and
magazrne
TA.BI,E OF {:ONTEFiTS
: --..1E
oF l'lT'l_F
I
: \GE OF ,,\PF}I{.OVA[,
.
I1
c-CKI{OWL,EDGEMhNT
iii
.tSSTRAC'T'
V
- : . 3 L E O F ' C O N T E } . I T S" . . .
vi
-:ST OF TAT]LES
viii
LIST OF FTGL}RES
ix
LrsTorlrnENDrcES
x
*-:{-{PTER I.
INTRODLTCITION
r
l. I
Reasonfor ChoosingTitle
I
1.?
Staternentof the Froblem
z
1-3
Limitation of the Problem
?
I -4
Ohjective of the Study
I.5
Signiticance of the Sfudy
3
1.6
Implementation of the Study
4
1.7
Method of Data Collection ..
6
t .8
Paper Organization
7
L--{{PTER Ii.
_...'.-;
..:,:.._.!.._-.;,.:--::.
3
-
LITERATURE REVIEW
9
2" I
Definition of Strategy
g
?.?
The Importance of Strategy
l0
2.i
Definitian of Prornafian
Il
?.4
Objective of Promobon
II
vl
2.5
The ComPonentsof Promotion
I3
2.6
Types of Buyers' Behavior
14
2.7
Promotion Strategy .
I5
2.8
Definition of SpeedyInternetProduct
l6
CHAPTER III. THE PROMOTION
STRATEGIES OF SPEEDY AT
P'T. TELKOM KANDATEL JAT,ARTA SELATAN
I]
3.1
History of PT. Telkom KandatelJakartaSelatan
17
3.2
Vision and Mission of PT. Telkom
19
3 .3
OrganizationalStructure..
20
3.4
Job Discription
22
3.5
Promotion Strategiesof Speedy at PT. Telkom
Kandatel Jakarta Selatan
24
3.5.I The Featuresof SpeedyService
25
3 .5.2 Promotion Strategiesof Speedyat PT. Telkom
v
KandatelJakartaSelatan
C}LAPTERIV. CONCLUSIONAND SUGGESTION
'
28
JL
4.1
Concluston
32
4.2
Suggestion.
J J
BIBLIOGRAPHY .
34
-{PPENDICES
35
vii
LIST OF TABLES
6
Tableof Field Activities
Table of Applied Tariff of Speedy
vul
27
LIST OF FIGURES
Structureof Organization
LIST OF APPENDICES
of Speedy.
Ilandbook of Speedy
ion form-ofS.peedy
.
3s
36
37
38
39