PRASETYA, ALDIAN FIRDIANTO (2025) PERAN MINAT NASABAH DALAM MEMEDIASI PENGARUH STRATEGI KOMUNIKASI PEMASARAN TERHADAP KEPUTUSAN PENGAMBILAN KREDIT PENSIUN PADA BANK MANDIRI TASPEN SEMARANG. Masters thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Bank Mandiri Taspen sebagai lembaga keuangan yang fokus melayani nasabah purnabakti telah mengembangkan berbagai produk kredit pension. Namun, implementasi strategi komunikasi pemasaran masih menghadapi kendala berupa rendahnya literasi keuangan nasabah pensiunan, ketidakjelasan informasi persyaratan kredit, dan ketidaksesuaian pendekatan komunikasi dengan karakteristik segmen pensiunan yang lebih responsif terhadap pemasaran interpersonal berbasis kepercayaan dibandingkan pemasaran digital. Segmen pensiunan memiliki kecenderungan lebih selektif dalam memilih produk keuangan, mengutamakan transparansi, keamanan, dan manfaat jangka panjang, sehingga memerlukan strategi komunikasi pemasaran yang disesuaikan dengan karakteristik dan preferensi komunikasi mereka untuk meningkatkan minat dan keputusan pengambilan kredit pensiun. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner yang disebarkan kepada 145 responden nasabah pensiunan Bank Mandiri Taspen di Semarang. Data dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS versi 3.Hasil penelitian menunjukkan bahwa seluruh elemen Integrated Marketing Communication (IMC), meliputi periklanan, promosi, pemasaran langsung, word of mouth, dan penjualan personal, memiliki pengaruh positif dan signifikan terhadap minat nasabah. Namun, tidak ditemukan pengaruh langsung dari elemen-elemen tersebut terhadap keputusan pengambilan kredit, yang mengindikasikan bahwa strategi komunikasi pemasaran belum cukup kuat untuk mendorong tindakan tanpa terlebih dahulu membentuk ketertarikan nasabah. Minat nasabah terbukti berperan penting sebagai variabel mediasi yang menjembatani komunikasi pemasaran dengan keputusan pengambilan kredit secara signifikan. Dengan demikian, minat menjadi faktor kunci yang mengkonversi stimulus komunikasi menjadi keputusan nyata, terutama dalam konteks produk keuangan yang bersifat kompleks dan berisiko tinggi seperti kredit pensiun.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Integrated Marketing Communication, Minat Nasabah, Keputusan Kredit, Mediasi, Kredit Pensiun |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Magister Ilmu Komunikasi |
| Depositing User: | Unnamed user with email zainulfarid@icloud.com |
| Date Deposited: | 14 Sep 2001 17:14 |
| Last Modified: | 14 Sep 2001 17:14 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/41650 |
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