<![CDATA[PT Barelang Sejahtera Prima has a Key Performance Index (KPI) as the company's achievement index or sales target. However, this target cannot be achieved by PT Barelang Sejahtera Prima since 2018. Then in 2019 the company made six sales promotion programs aimed at outlets as a strategy to increase the number of customers at the outlet level. The purpose of this study is to find out how the marketing communication strategy of PT Barelang Sejahtera Prima in increasing the number of customers at the outlet level in Pekanbaru in terms of segmentation, targeting, positioning, sales promotion, personal selling, and below the line advertising.This study uses a qualitative method with the presentation of descriptive analysis. The subject of this research is PT. Barelang Sejahtera Prima. While the object of this research is marketing communication strategy. The infroman selection technique in this study used a purposive technique. Data collection techniques in this study using observation, interviews, and documentation. Data analysis techniques using the Miles and Huberman Model. The data validity checking technique uses an extension of participation and triangulation.The results of this study are the segmentation of PT. Barelang Sejahtera Prima geographically, namely the people of Pekanbaru City, Kab. Kampar, Kab. Siak, Kab. Pelalawan, Kota Duri, and Dumai City. While other segmentation refers to the segmentation that has been made by PT. Smartfren Telecom Tbk. Targetting PT. Barelang Sejahtera Prima is an outlet. Positioning PT. Barelang Sejahtera Prima also refers to the positioning made by PT. Smartfren Telecom Tbk. PT. Barelang Sejahtera Prima uses three elements of marketing communication, namely sales promotion, personal selling, and below the line advertising. Sales promotion program created by PT. Barelang Sejahtera Prima, there are six, namely the cashback program, activation rewards, lottery coupons, smartcoin, local trips, and frontliner inspiration trips (FIT). Personal selling used by PT. Barelang Sejahtera Prima yet. Below the line advertisements posted by PT. Barelang Sejahtera Prima in the form of banners, posters, brochures, stickers, backdrops, neonboxes, X-banners, hanging mobile, and shopsign. Keyword : Marketing Communication Strategy, Costumer Value]]>
