F.erantoro
THE PROMOTIOI{ STRATEGIES OF SPEEDY
AT PT. TELKOM KANDATEL JAKARTA SELATAN
PAPER
Presenterl in partial fulfillment of the requirements for the completion of Diploma III Program
o f t h e E n g l i s h L a n g u a g e D e p a r t m e n t s pecia lized in office manag
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Elvira Zachriyanti
c2r.2004.00499
FACULTY OF LANGUAGES AND LETTERS
DIAN NUSWANTORO UNIVERSITY
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
Semarang orq July 25, ?007.
Baard of Examiners
Chairperson
f f i
Achm*d Sasari, S.$. l}fuhsmm
Rifqi, S.S.
\
Ilaryati Shli*tyarini, S*S*
Apprcved by
Dean of
ii
ACKNOWLEDGMENT
At tlris lrappiest moment, I wish a prayer to the Ahnighfy who has blessed me
dunng the writing of this paper.
I wogld like further more to express my sincere thanks to :
1. !Ir. Matnnud, S.E, M.M., Dean of Faculty of Languages and Letters of Dian
Nuswantoro University, who gave permission to me to conduct this study.
2. Mrs. Tri Mulyani Watryuningsih, S.S., Paper Coordinator of Diploma III
Study Program of English Language, Faculty of Languages and Letters, Dian
Nuswantoro Uni verstty.
3. Mrs. Haryati Sulistyorini, S. S., my adviser, for her continuotts and valuable
grridance advice and encouragment in completing this paper
4. All tecturers at the English deparnnent of Faculty of Languages and Leffers of
Dian Nuswantoro University, who have taught, tnotivated, ffid given guidance
during the uniting of this paper.
. a t - - i r =
5. Mr. Julu M. Siregar, JOM HR Representativi Ff. Telkom Kandatet Jakarta
Selatan and Mr. Maman for their grving me the opportrmity and valuable help
to conduct the field study at the company.
6. Mr. Syahrizal, Manager of Daa and VAS, Mr. Ltlingdut, Manager Assistant of
VAS and Content. Mrs. Fenti and Mr. Purwanto, Teatn Leader of Data and
Intemet and my advisers at PT. Telkom Kandalel Jakarta Selatan, and all of
staff for their giving me the opporfuntty, experiences and valuable help to
conduct the fielcl study at ttre compalry.
7 Mr. Tridajuli, Mr. Endaris, Mrs. Yani, Mrs- Ledit'a' Mr' LuckY' Mr' Sahrial'
Ms. Justina and all marketers of Speedy rvho helped me during the tield
studY-g. All of r1-y boardinghouse tiiends at Pangkalan Jati and Kost E,xclusive Pondok
Labu especialtl' Kiki, Anton, Mala' Acong' Pongkl', Ndut' Andy' Ades and
Wanto who helped me during I was lived there'
9 The Cinere Mall's family (Deni, Adit, Sade, Yona. Ema, etc) rvho
accompanied me rvhen I rvas
bored-t0. The Librarians of The Central Library if Dian Nuswantoro University for their
permission for me to use some references in rvriting this paper.
I l. My Classmates, especialty Dit4 Anggy and Arum" for their support'
12. Okka Andriansyah, rvho helped me during writing this paper.
13. My beloved, Erwin, w'ho gives me love, attention, suggestion and happiness.
Thanks for everYthing' I love
You-14. My family who have supported me for mv study'
15. Bakso Trish at Kompleks Hankam Pangkalan Jati.
16. HMBI tamily who have supported me everyday. Thank you all.
17. The last but not the least DDR Machine 3d, 4ft , 8ft MIX and Extreme which
made me relax.
Fiilal!1,, I do realize that due to my limited abiliq' this paper must have
shortcoming. For this, I rvelcome any suggestion and
criticisms-Semarang, July 2007
The u,riter
lv
A B S ' T R A C T
This pap€r, entitled "The Promotion strategies ot'Speedy at PT' Telkom
Kandatel Jakarta Selatan", is the result of fietd study conducted for one month
(l _ 2g February 2007) at pr. Telkom Kandatel Jakarta
Selatan-T h e d a t a o f t h i s s t u d y w e r e c o l l e c t e d b y u s i n g o b s e r v a t i o n , i n t e r v i e $ '
and library research. The observation method was aimed at understanding the
a c t i v i t i e s o f p r o m o t i o n s t r a t e g i e s . T h e i n t e r v i e w m e t h o d w a s c o n d u c t e d t o g e t
information about the promotion strategy of Speedy in the company. The library
research method *u, Conducted to get references about promotion strategY'
From the stud1,, it can be concluded that the promotion strategies of Speedy
at PT. Telkom Kandatel Jakarta Selatan include :
l. Strategy of product offering rvhich consists of :
a. E,xecutive's visit
b. Executive's call
2. Strateg;, of customer attracting rvhich consists of:
a . A d v e r t i s i n g
b . M a r k e t i n g Promotion c . P u b l i c r e l a t i o n s
3. strategy of customer maintaining which consists of:
a. Giving customers positives response
b. Serving the customers PolitelY
c. Listening the customer's problems
d. APPreciating the customers
e. Introducing product to the customers
f. Giving infoimation to the customers bv rvebsites and internal
TA.BI,E OF {:ONTEFiTS
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c-CKI{OWL,EDGEMhNT
.tSSTRAC'T'
- : . 3 L E O F ' C O N T E } . I T S " . . .
-:ST OF TAT]LES
LIST OF FTGL}RES
I
I 1
i i i
V
v i
viii
ix
LrsT
orlrnENDrcES
x
*-:{-{PTER I. INTRODLTCITION r
l. I Reason for Choosing Title I
1.? Staternent of the Froblem z
1-3 Limitation of the Problem ?
I -4 Ohjective of the Study _...'.-; ..:,:.. _.!.._-.;,.:--::. - 3
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. LITERATURE REVIEW 9
2" I Definition of Strategy g
?.? The Importance of Strategy l0
2.i Definitian of Prornafian I l
?.4 Objective of Promobon I I
2 . 5 T h e C o m P o n e n t s o f P r o m o t i o n I 3
2 . 6 T y p e s o f B u y e r s ' B e h a v i o r 1 4
2.7 Promotion Strategy . I 5
2.8 Definition of Speedy Internet Product l6
CHAPTER III. THE PROMOTION STRATEGIES OF SPEEDY AT
P'T. TELKOM KANDATEL JAT,ARTA SELATAN I]
3.1 History of PT. Telkom Kandatel Jakarta Selatan 17
3 . 2 V i s i o n a n d M i s s i o n o f P T . T e l k o m 1 9
3 .3 Organizational Structure .. 20
3 . 4 J o b D i s c r i p t i o n 2 2
3 . 5 P r o m o t i o n S t r a t e g i e s o f S p e e d y a t P T . T e l k o m
Kandatel Jakarta Selatan 24
3 . 5 . I T h e F e a t u r e s o f S p e e d y S e r v i c e 2 5
3 .5.2 Promotion Strategies of Speedy at PT. Telkom
v '
Kandatel
Jakarta
Selatan
C}LAPTER
IV. CONCLUSION
AND SUGGESTION
4 . 1 C o n c l u s t o n
4 . 2 S u g g e s t i o n .
BIBLIOGRAPHY .
LIST OF TABLES
Table of Field Activities
Table of Applied Tariff of Speedy
6
27
LIST OF FIGURES
LIST OF APPENDICES
of Speedy
.
Ilandbook of Speedy
ion form-of S.peedy
.
3 s
3 6
3 7
3 8
