Azizah, Masrurotul (2019) Strategi Promotion Mix Dalam Meningkatkan Jumlah Nasabah Produk Kartu Kredit Bank Dbs Indonesia di Surabaya. Undergraduate thesis, universitas 17 Agustus 1945 Surabaya.
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Abstract
ABSTRAK Skripsi ini di latar belakangi semakin kompetitifnya persaingan perusahaan perbankan di Kota Surabaya, memicu juga persaingan dalam menawarkan produk kepada nasabah atau konsumen terutama pada produk kartu kredit. Perusahaan perbankan, dalam hal ini PT Bank DBS Indonesia Cabang Pusat Jalan Pemuda melakukan promosi untuk meraih sebanyak munngkin nasabah. Hal ini dilakukan karena daya beli masyarakat yang rendah dan menjamurnya kompetitor sehingga pihak PT Bank DBS Indonesia Cabang Pusat Jalan Pemuda harus memutar otak agar dapat terus bertahan dan memenangkan persaingan. Aktivitas bauran promosi memegang peranan penting bagi kelangsungan hidup suatu perusahaan. Kombinasi media yang dapat digunakan untuk mempromosikan disebut dengan bauran promosi (Promotion mix), untuk itu dalam penelitian ini akan diteliti tentang strategi promotion mix dalam meningkatkan jumlah nasabah produk kartu kredit Bank DBS pada Cabang Jalan Pemuda. Jenis penelitian ini bersifat kualitatif deskriptif, dengan menggunakan beberapa informan untuk melakukan wawancara dan observasi. Sumber data yang digunakan adalah informasi yang bersumber dari pengamatan langsung kelokasi penelitian dengan cara observasi dan wawancara. Pengumpulan data dilakukan melalui observasi, wawancara, dan dokumentasi. Hasil penelitian ini menunjukkan bahwa strategi promosi dengan pola penerapan bauran promosi (Promotion Mix) dengan di dukung elemen elemen di dalamnya. Implikasi penelitian, diharapkan penelitian ini dapat menjadi referensi dalam menjalankan usaha untuk meningkatkan jumlah konsumen serta berguna bagi mahasiswa yang hendak menyelesaikan tugas akhir. Kata Kunci : Strategi Promosi, Promotion Mix, Bank DBS ABSTRACT This thesis is due to the increasing competition of banking companies in Surabaya, triggering competition in offering products to customers or consumers, especially on credit card products. Banking companies, in this case PT Bank DBS Indonesia in Jalan Pemuda, carried out promotions to reach as many customers as possible. This was done because of the low purchasing power of the people and the mushrooming of competitors so that PT Bank DBS Indonesia Jalan Pemuda Central Branch had to rack my brain in order to continue to survive and win the competition. Promotional mix activities play an important role for the survival of a company. The combination of media that can be used to promote is called the promotion mix, therefore this research will examine the promotion mix strategy in increasing the number of DBS Bank credit card product customers at Jalan Pemuda Branch. This type of research is descriptive qualitative, using several informants to conduct interviews and observations. Sources of data used are information sourced from direct observation of research locations by observation and interviews. Data collection is done through observation, interviews, and documentation. The results of this study indicate that the promotion strategy with the pattern of application of the Promotion Mix is supported by the elements within it. Research implications, this research is expected to be a reference in running a business to increase the number of consumers and is useful for students who want to complete the final project. Keywords : Promotion Strategy, Promotion Mix, DBS Bank
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Strategi Promosi, Promotion Mix, Bank DBS Promotion Strategy, Promotion Mix, Bank DBS |
| Subjects: | H Social Sciences > HF Commerce > HF5601 Accounting H Social Sciences > HG Finance H Social Sciences > HJ Public Finance |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | masrurotul azizah . |
| Date Deposited: | 30 Jan 2020 06:33 |
| Last Modified: | 06 May 2021 03:01 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/2956 |
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