Suharnoko, Ivaldo (2023) Strategi Komunikasi Pemasaran Terpadu Program Kredit Kendaraan Bermotor (KKB) Oleh BCA Veteran Surabaya Untuk Menarik Minat Nasabah. (Integrated Marketing Communication Strategy Motor Vehicle Loan Program (KKB) by BCA Veteran Surabaya to Attract Customers' Interest). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Bank Central Asia (BCA) is one of the largest private banks in Indonesia that offers various banking programs, including the Motor Vehicle Credit (KKB) program. The competition in the banking industry is intensifying, with many other banks also providing similar programs. Therefore, BCA needs to develop effective strategies to remain competitive among its rivals. This research aims to describe BCA's marketing activities in attracting customer interest by applying the Integrated Marketing Communication (IMC) theory. The research adopts a qualitative descriptive method, with data collection through observation and interviews using purposive sampling technique. Data validation is conducted through triangulation of data sources. In an effort to attract customer interest, BCA has implemented various marketing activities, including building awareness through expo exhibitions, utilizing social media to expand marketing reach, and engaging in direct sales through the distribution of brochures, invitation cards, special vouchers, and cashback offers. However, BCA needs to continuously enhance its marketing communication strategies in the future due to the dynamic nature of business and marketing. Keywords: Bank Central Asia (BCA), Integrated Marketing Communication Strategy, Motor Vehicle Loans (KKB)
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Bank Central Asia (BCA), Strategi Komunikasi Pemasaran Terpadu, Kredit Kendaraan Bermotor (KKB) |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1151900060 Ivaldo Suharnoko |
| Date Deposited: | 28 Jul 2023 04:55 |
| Last Modified: | 28 Jul 2023 04:55 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/24238 |
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