As the market leader in the telecommunications sector, Telkomsel diversify the latest product through electronic money in the form of TCASH or Telkomsel Cash. TCASH is a new innovation product for transaction activity, so there is a need for integrated marketing communication activities to market the product. The purpose of this research is to find out the form of integrated marketing communication to market TCASH as an electronic transaction tool by Telkomsel Branch Surakarta. The research method used in this study is qualitative with a descriptive approach that describes the integrated marketing communication mix of TCASH as an electronic transaction tool by Telkomsel Branch Surakarta.
Methods of data collection through interviews with informants and documentation studies. The sampling technique is using a purposive sampling with the criteria of informants consist of five Telkomsel Branch Surakarta staff.
The results showed that integrated marketing communication carried out by Telkomsel Surakarta Branch are the implementation of integrated marketing communication mix which is sales promotion, advertising, direct marketing, word of mouth marketing, events and experiences. Furthermore, it is known that sales promotions as in the form of cashback and discounts are the most effective integrated marketing communication mix