Analisis Komunikasi Pemasaran Terpadu E-Money yang Diluncurkan XL Axiata  

Oleh:

Ayuningtyas, Fitria

Jenis: Article from Journal - ilmiah nasional
Dalam koleksi: Bina Widya: Majalah ilmiah UPN "Veteran" Jakarta vol. 23 no. 1 (Oct. 2011), page 7-14.
Topik: Transaction; E-Money; Community; Competition

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: BB24.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

The presence of print and electronic media not only raises serious attitude from the local entrepreneur, but also forced them to improve the quality of products, goods and services. Entrepreneurs do not just apply a product positioning strategy in the market through the establishment of standardization of quality and service quality itself, but also trying to maintain the brand position in the minds of consumers through the stabilization of the promotion strategy. Competition also led to increased cost of product advertising expenditure and other promotional activities, in an attempt to grab consumers' attention. Integrad marketing communications strategies appropriate to prevent the company from losses resulting from promotional activities that are not effectively and efficiently. Because of this, XL now penetrated into E-Money through XL CASH, not wanting to miss the trend of electronic money (e-money), XL ready launched XL Cash to facilitate customer transactions. Just as electronic money services owned Telkomsel (T-Cash) and Indosat (Dompetku), the concept of XL Cash is not much different. Through XL Cash, customers can save money on XL server and use it every time they want to make a transaction so that they do not need to carry cash. However, XL is trying to find a ways to differentiate their services from its competitors. One way is to embrace the merchants smaller and localized, and communities such as BIKE TO WORK and so forth.

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