Digital Sales Promotion Strategy Using Mytelkomsel Applications

DOI

10.2991/icpc-18.2019.23How to use a DOI?

Keywords

Digital Sales Promotion; Digital Communication; Marketing Communication

Abstract

Communications using media in recent years has opened up opportunities with interactive and modern patterns. This makes people moved to interact with each other and join the others without being hampered by space and time. The development of communication media is also influenced by the development of technology. This study aims to find out how promotional strategies undertaken by Telkomsel company on MyTelkomsel digital applications. In this study, the researchers used the theory of promotional strategies, which was proposed by Philip, Kotler, and Armstrong. And also using Marshall McLuhan’s communication theory in his theory of medium is the message. This research is qualitative by using post-positivist paradigm. The method used in this research is the descriptive-qualitative method by using data collection technique through in-depth interview and literature study. Based on the results of research can be concluded that the promotion strategy conducted on the digital applications MyTelkomsel using Pull Strategy, by utilizing data mining on the big data to see consumer behavior used to make effective promotion for Telkomsel company.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Razie Razak
AU  - Radityo Muhammad
AU  - Dede Fitradi Kurniawan
PY  - 2019/08
DA  - 2019/08
TI  - Digital Sales Promotion Strategy Using Mytelkomsel Applications
BT  - Proceedings of the International Conference on Psychology and Communication 2018 (ICPC 2018)
PB  - Atlantis Press
SP  - 274
EP  - 284
SN  - 2352-5398
UR  - https://doi.org/10.2991/icpc-18.2019.23
DO  - 10.2991/icpc-18.2019.23
ID  - Razak2019/08
ER  -