ANALISIS SIKAP PENGUNJUNG KEGIATAN PROMOSI PT. TELEKOMUNIKASI INDONESIA MENURUT KONSEP RICARD E. PETTY

Abstract

In the promotion process, marketing communication is needed as a means of source messages to the recipient of message as a product sale. The purpose of this study is to analyze consumer attitudes related to marketing communication conducted by PT. Telekomunikasi Indonesia based on the Elaboration Likelihood Model (ELM) theory. The type of data collected in this study is qualitative data. The results of this research conducted it can be concluded that, the percentage of the number positive attitudes of consumers is greater than the negative attitudes of consumers. This attitude arises from the marketing communication process carried out at the PT. Indonesian Telecommunications at Asian Para Games 2018. which in the end PT. Telekomunikasi Indonesia has successfully promoted effectively and in accordance with the targets to be achieved.