STRATEGI MARKETING PUBLIC RELATIONS DALAM MELAKSANAKAN SPECIAL EVENT PROGRAM PAKET CLOSE USER GROUP (CUG) PT. INDOSAT TBK

Prasetya Yoga Santoso, Triana Riskiyanti

Abstract


PT. Indosat Tbk is one of the major companies engaged in telecommunications services in Indonesia, PT. Indosat
Tbk is continues to innovate and strive to meet each community’s telecommunications needs. With this, PT. Indosat
Tbk sees opportunities in the community, especially at companies that require fast communications for coordination
among the people in it with make phone packs a pretty beneficial community and low cost that is Close User
Group (CUG) package. However, a product must be socialized so that people will know this new product, then PT.
Indosat Tbk made special event as one of they strategies to disseminate these product.
The purpose of this research is 1). To analyze Marketing Public Relations Strategy in implementation the special
event of CUG package program and analyze the implementation of that special event. 2). To analyze the constraints
faced when implementing special event of CUG package program. 3). To attempt to find a solution and
resolution of any obstacles or barriers that exist in special event of CUG package program ongoing or conducted.
In this research the authors use the concept of Four Step Public Relations Strategic Planning by Cultip, Center
and Broom that describes the steps in making strategic planning in public relations, in addition the authors also
use persuasive communication theory that explain how effective communication by way persuading to influence
attitudes, opinions, and behaviors and also Trilogy of strategy marketing public relations. This research uses
descriptive qualitative methodology where data collection is done with observation and indepth interviews with
sources, and then study of literature.


Keywords


Public Relations, Marketing, Special Event

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DOI: https://doi.org/10.32509/wacana.v13i2.139

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