PENGARUH BAURAN KOMUNIKASI PEMASARAN TERHADAP MINAT MENABUNG DI BANK Study Pada Nasabah Di Bank BNI Cabang Tuban

Melinda, Melinda (2009) PENGARUH BAURAN KOMUNIKASI PEMASARAN TERHADAP MINAT MENABUNG DI BANK Study Pada Nasabah Di Bank BNI Cabang Tuban. Other thesis, University of Muhammadiyah Malang.

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Abstract

The research based on phenomena existed about the importance of marketing strategy of a company to show how company and its product could help the customer to reveal their problems. Marketing strategy which was done by BNI Bank Tuban branch was by marketing mix communication which used the existing tools in marketing (promotion mix, general commercial, direct response, selling promotion, and public relation) to work together in harmony. The statement of problems was finding any influence between message in marketing mix communication to the saving intention at BNI Bank Tuban Branch, so that the purpose of the study was to find out whether any influence marketing mix communication to the savaing intention at BNI Bank Tuban Branch. The research used was survey, that was research that could be done at big population or small population, but data learned by the sample taken from the population. While studying from explanation, the research was included into associative research, that was a research to find relation between one variable with another variable, where the research has interactive attitude and causative. From the data kind, the research was quantitative. The research showed that marketing mix communication of BNI Bank Tuban Branch through various promotion, including commercials on banner, TV commercial, logo, selling promotion from lottery prize, guarantee for BNI Bank service, entertainment, personal selling by the friendly and competent marketer, also direct selling through customer service and ATM. The research also showed that people intention to save in BNI Bank Tuban Branch reflected from the society who finding out about the benefit of BNI Bank service product. People believed in the existence of BNI Bank so that gave pulling force which grew intention to save in BNI Bank Tuban Branch. From the analysis by Spearman Rank coefficient correlation, there found r count 0,394. While table of coefficient critical value of correlation coefficient Spearmant rank in the attachment ( r table) showed that for n = 100 in 5 % false significance there found 0,195 value. According to the comparison between r count with r table value, there could be found that r count larger than r tabel , in 5 % fault significance. It means Hi was accepted and Ho was rejected. So that there found the perception of marketing mix communication influence to the customer intention in saving. By finding out the existing research, the marketing public relation management should integrate their marketing component which was not entered yet into marketing communication, so that the purpose of BNI Bank Tuban Branch to increase people intention to save in BNI Bank Tuban Branch would be higher. Beside, in order to defend the efficient sources without reducing activity effectiveness. Beside, the public relation management should pay attention to the social dynamic change so that could be found benefit for the company and parties who have intention.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Anggit Aldila
Date Deposited: 20 Jun 2012 03:05
Last Modified: 20 Jun 2012 03:05
URI: http://eprints.umm.ac.id/id/eprint/8647

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