Marketing Communication Strategy of Indonesian Domain Name Manager (pandi) Indonesia's Top Level Domain Name Registry
Abstract
Currently, people use internet devices not only for communication but also for buying and selling activies carried out
by traders and consumers. Buying and selling transactions carried out between traders and consumers are very
efficient. This is very profitable for traders because business can be done without renting accommodation. By utilizing
the interney, traders can create their sites, which are called website. The website itself is a document written in
Hypertex markup language format and accessed via HTTP to transfer information from the web server so that it can
be displayed to users via a web browser in static form. In Indonesia, there is an institution that manages the use of
Indonesia’s website domain. PANDI (Indonesia Domain Name Manager) has the authority the formulate policies and
create .id domains in Indonesia. The Use of domain names in Indonesia Is currently still dominated by .com. PANDI’s
role is to transfer the use of the .com domain name to .co.id so that the Indonesian indentity is present on the website.
Because people are more familiar with the .com domain, PANDI face the challenge of attracting people’s attention to
create a domain on PANDI. To increase sales of .id products in Indonesia, a good marketing communication strategy
is needed. The research method use in this research is qualitative with a post-positivism approach by conducting
interviews. The research results show that PANDI use a marketing communication strategy consisting of 7 strategies.
Of the 7 strategies, PANDI only uses 5 strategies, namely sales promotion, personal selling, Sponsorship, and
advertising, while the other 2 are not. In marketing domain products, PANDI only acts as a formulator and sells
products through the registrar.
Keywords-buying and selling transactions, website, PANDI, marketing communication strategy.
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