The Implementation of Integrated Marketing Communication Tools to Create Brand Awareness of the Use of Telkomsel TCash Sticker in Jabotabek Jabar Area

Dwi Putri Handayani, Ulani Yunus, Dinda Agustina Putri
2021 Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018)   unpublished
This study aims to explain about the implementation of integrated marketing communication tools for forming brand awareness of the use of Telkomsel Tcash sticker in Jabotabek Jabar area. This qualitative research was conducted from February to July 2017. Research data were collected using semi-structured interviews. Data analysis used in this research include three types of coding, namely: open coding, axial coding and selective coding. The results indicated that IMC tools used for forming the
more » ... ed for forming the brand awareness of Telkomsel Tcash sticker were carried out complete and integrated, starting with advertising in conventional and digital media, sales promotion through discounts, refunds and rebates (cashback), contests and sweepstakes, events and experiences, personal selling through mobile sales and stand-by salespeople at sales stands, direct selling via sms blush, public relations through the creation of news releases and socialization with key opinion leaders and mass media.
doi:10.2991/aebmr.k.210305.037 fatcat:t46fdtd5rzegli4parxuth5sku