SETYANEGORO, FAHRY (2024) STRATEGI KOMUNIKASI PEMASARAN PT. TELKOM SATELIT INDONESIA DALAM MEMBANGUN BRAND AWARENESS VSAT STAR. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In the current era of globalization, the need for internet has become vital for society, especially for those who live in the 3T area. As one of the companies providing internet services in Indonesia, PT Telkom Satelt Indonesia has finally released the Vsat Star product, which is the first high-speed satellite internet technology in Indonesia. To gain Brand Awareness, PT Telkom Satellite Indonesia requires a lot of effort to introduce Vsat Star as a new superior product through an Integrated Marketing Communication (IMC) strategy. This research uses a descriptive qualitative approach, the data obtained in this research was obtained through observation, field surveys, conducting interviews. Apart from that, the data obtained is in the form of information and documentation. The results of this research show that PT Telkom Satelit Indonesia implements IMC using the SAPTA model through three stages: Discovery Circle (analyzing external elements and internal brands), Intent Circle (problem, advantage, marketing direction) and Strategy Circle (target market, selling idea , brand message) and has gone quite well and brought Vsat Star into the brand recognition stage at the brand awareness level because consumers want to know the values and characteristics of Vsat Star. Keyword: Marketing Communication, Integrated Marketing Communication, Brand Awareness Di era globalisasi saat ini, kebutuhan internet menjadi hal yang vital bagi masyarakat, terutama bagi mereka yang bertempat tinggal di kawasan 3T. Sebagai salah satu perusahaan penyedia jasa layanan internet di Indonesia, PT Telkom Satelt Indonesia akhirnya merilis produk Vsat Star yang merupakan teknologi internet satelit berkecepatan tinggi pertama yang ada di Indonesia. Untuk mendapatkan Brand Awareness, diperlukan usaha yang besar bagi PT. Telkom Satelit Indonesia untuk memperkenalkan Vsat Star sebagai produk unggulan baru melalui strategi Integrated Marketing Communication (IMC).Penelitian ini menggunakan pendekatan kualitatif deskriptif, data yang diperoleh dalam penelitian ini didapatkan melalui observasi, survei ke lapangan, melakukan wawancara. Selain itu data yang diperoleh bersifat keterangan-keterangan informasi dan dokumentasi. Hasil penelitian ini menunjukkan bahwa PT Telkom Satelit Indonesia mengimplementasikan IMC menggunakan model SAPTA melalui tiga tahap: Discovery Circle (menganalisis elemen-element eksternal dan brand internal), Intent Circle (problem, advantage, maketing direction) dan Strategy Circle (target pasar, selling idea, brand message) dan telah dengan berjalan cukup baik dan membawa Vsat Star ke dalam tahap brand recognition dalam tingkatan brand awareness karena konsumen ingin mengetahui nilai dan ciri khas dari Vsat Star. Kata Kunci: Komunikasi Pemasaran, Intergrated Marketing Communication, Brand Awareness
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