KOMUNIKASI PEMASARAN EKSTERNAL PADA PT. BANK TABUNGAN NEGARA (PERSERO) CABANG MALANG PADA PRODUK TABUNGAN E’BATARA POS

Vando Dhewy, Nurlaily (2008) KOMUNIKASI PEMASARAN EKSTERNAL PADA PT. BANK TABUNGAN NEGARA (PERSERO) CABANG MALANG PADA PRODUK TABUNGAN E’BATARA POS. Other thesis, University of Muhammadiyah Malang.

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Abstract

This research constituted to the many government banks having kinds of special products with various marketing communication strategy types. Marketing communications plays a part a real vital in growth of state owned bank especially PT State Saving Bank Persero. Bank BTN has special product, that is product e'Batara Pos, where its client can execute various transactions besides in outlet BTN that is Online post of fice. According to its(the history, savings e'Batara Pos experiences rejuvenation and commutation of name of in the beginning of the year 2006 of Savings Batara Post of Fice (offline) turns into Savings e'Batara fice (online). This computerization system will assist waters down transaction of client in "online, real time". This thing can water down the side of bank in reaching client candidates in area which do not be reached by outlet­outlet BTN. From above data, hence researcher interests to study how marketing communications activity PT BTN PERSERO branch Malang at product Savings e'Batara this Pos. Besides, researcher wish to analyse constraint faced and solution selected to overcome the constraint. Marketing communications is a business to submit message to target consumer about existence of product causing creates knowledge, meaning, and trust received which will be integrated with other knowledge to create position of brand and purchasing decision (forms desire to choose). Strategy applied more inclines to management of internal communications Internal, because assumed to be more efficient and effectively in implementing its process for purpose of interesting and maintains client. Researcher applies qualitative descriptive research design and through observation, interview, and documentation to collect data. Settler number of informens used purposive sampling. Data analysis compiled at this research is analysing descriptive. Research result done at bank BTN Branch Malang, that marketing communications activity is divided to become 2 authority, that is authority of Head Office and authority of Itself office of branch, what combined in precise to reach purpose of sale program. All matters required for marketing communications activity have been provided by head office, remains how Office of branch to process it in the form of strategy marketing communications. Promotion strategy done is lotery program, advertisement through print medium, radio, television, installation of banner or brochure, sponsor, poster etc. Promotion by giving socialization to at certain event; personal selling; direct marketing. From all marketing communications activities at savings e'Batara Pos till now done by Bank BTN still there is inter alia constraint: Post of fice which a lot still online have not (60 post of fices from total 86 region post of fices Malang); Post of fice findsdifficulties in contacting client to inform e'Batara Pos effect [of] incomplete address and explains; online communication often is broken between Bank BTN and PT. Posindo causing influences what people care about product Tabungan e'Batara Pos which less ready for marketed; its(the minim trust of client to Post of fice if doing transaction with big fund. Solution selected to overcome savings marketing communications constraint e'Batara Pos, for example with: urges again post of fice which line off still, remembers there is that there are still 44.221 clients which still have not changed over to savings e'Batara, as well as draw candidates; repair of system or program at savings e'Batara Pos is improved that be better, like alteration of netting system for service SOPP (Payment Online System of Post) savings e'Batara applies facility VSAT/Link to minimize fails of access and increases trust of savings client e'Batara Pos; Communications intensity between Bank BTN and PT POSINDO have to be more be co­ordinated by compiling and plans activitys of promotion together.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 09 Jun 2012 02:13
Last Modified: 09 Jun 2012 02:13
URI: http://eprints.umm.ac.id/id/eprint/6873

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