NURBAETY HERLAMBANG, KARENINA (2022) STRATEGI KOMUNIKASI PEMASARAN BRI PRIORITAS DALAM MENINGKATKAN JUMLAH NASABAH MILENIAL. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The demographic changes and the growth of millennial investors in Indonesia in the past year have made Priority Banking also target the millennial generation as its customers. However, BRI Prioritas under of PT. Bank Rakyat Indonesia has experienced a decrease in the number of millennial customers. Therefore, BRI Prioritas implemented marketing communication elements as a marketing strategy to increase the number of millennial customers. This research aims to analyze BRI Prioritas' marketing communication strategy in increasing the number of millennial customers and to identify supporting and inhibiting factors. This study used a qualitative descriptive research approach by collecting data through observation, interviews, and documentation. The theory used in this research is the Integrated Marketing Communication (IMC) theory. The results of the study indicate that BRI Prioritas uses Advertising, Sales Promotion, Public Relations, Personal Selling, Direct Marketing, and the addition of promotion sectors through social media and the use of Millennial Influencers as representation. The implementation of BRI Prioritas' marketing communication strategy is in line with IMC and effective in increasing millennial customers.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Perubahan demografi usia dan pertumbuhan investor milenial di Indonesia dalam satu tahun terakhir membuat Bank Prioritas turut menjadikan generasi milenial sebagai target nasabahnya. Namun, BRI Prioritas di bawah naungan PT. Bank Rakyat Indonesia justru mengalami penurunan jumlah nasabah milenial. Oleh karena itu, BRI Prioritas menerapkan elemen komunikasi pemasaran sebagai strategi pemasaran untuk meningkatkan jumlah nasabah generasi milenial. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran BRI Prioritas dalam meningkatkan jumlah nasabah generasi milenial dan mengetahui faktor pendukung serta penghambat. Menggunakan penelitian deskriptif kualitatif dengan mengumpulkan data melalui observasi, wawancara, dan dokumentasi. Teori yang digunakan pada penelitian ini yaitu teori Integrated Marketing Communication (IMC). Hasil penelitian menunjukkan BRI Prioritas menggunakan Iklan, Promosi Penjualan, Hubungan Masyarakat, Penjualan Personal, Pemasaran Langsung, dan penambahan sektor promosi melalui media sosial dan penggunaan Influencer Milenial sebagai representasi. Pelaksanaan dari strategi komunikasi pemasaran BRI Prioritas sesuai dengan IMC yang terbukti efektif dalam meningkatkan nasabah milenial. | |||||||||
| Uncontrolled Keywords: | Marketing Communication Strategy, BRI Priority, Mileniall, Integrated Marketing Communication (IMC) Theory. Strategi Komunikasi Pemasaran, BRI Prioritas, Milenial, Teori Integrated Marketing Communication (IMC). | |||||||||
| Subjects: | Communication > Science Journalism Communication > Communication (General) |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Karenina Nurbaety Herlambang | |||||||||
| Date Deposited: | 22 Dec 2023 14:32 | |||||||||
| Last Modified: | 22 Dec 2023 14:32 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/30320 |
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