STRATEGI PROMOSI PT. TELKOM KANDATEL YOGYAKARTA DALAM MEMPERTAHANKAN WARTEL DI WILAYAH DIY DAN SEKITARNYA

This research is trying to describe promotions strategy of PT Telkom Kandatel Yogyakarta to defend of phoneshop in special territory of Yogyakarta and its environs. The aim of this research is to describe completely about the promotions strategy of PT Telkom Kandatel Yogyakarta to defend of phoneshop in special territory of Yogyakarta and its environs. Theory framework that used in this research are theory about strategy, promotions mix, promotions strategy, and trade promotions. Research method that used in this research is descriptive qualitative method. Descriptive qualitative method is method that describe somcthing in detail and accurate. Result of this research is showing that PT Tclkom Kandatel Yogyalcarta use promotion mix strategy as their promotions strategy to defend of phoneshop. Promotion mix strategy is consist of advertising, salcs promotion, publication, and personal selling. In the other hand, for their effort to defend of phoneshop, Tclkom also use somc steps in making an effective communication, that consist of identification target audience, deterrnining communication aim, designing an effective message, specifying promotion budget, determining promotion mix, evaluating promotion resplt, and thc last is manage and coordinate of communication process. Generally, promotions strategy of PT Telkom Kandatel Yogyakarta to defend of