ANALISIS EFEKTIVITAS STRATEGI PEMASARAN JASA TELEKOMUNIKASI (STUDI EVALUASI PERSEPSI KONSUMEN PADA SEGMENTASI YOUTH PT TELKOMSEL WILAYAH PEKANBARU)

Abstract

The purpose of research is to determine and analyze consumer perseptions of
telecommunications sevices marketing strategy on PT Telkomsel Region
Pekanbaru. Youth segmentation is targeting market focus of young people’s who
applied by PT Telkomsel in maintaining position as market leader. This
segmentation succes by implementing a marketing strategy that measures the
effectiveness of the strategy through consumer perceptions.Consumer perceptions
consists of 7 dimensions (7)perception of the product, perception of the price,
perception of the location, perception of the promotion, perception of the field
team, perception of the innovative and up to date youth life style, perception of the
knowledge and experience consumers.in research the population is youth
consumer segmentation at PT Telkomsel Region Pekanbaru. Sampling technique
is accidental sampling and using slovin formula so obtained were 100
respondents. The results that effectiveness of the marketing strategies of
telecomunication services, consumer perceptions on youth segmentation at PT
Telkomsel Region Pekanbaru in neutral category.
Keyword: effectiveness of marketing strategy,telecommunications, youth
segmentation.