Memahami Strategi Komunikasi Pemasaran Kartu Brizzi PT Bank BRI, Tbk. Kanwil Semarang

Widia Febriana

Abstract


With increasing public awareness of the technology, there are a trend the demand for banking products based on technology, in particular transactions through cards. But the public's knowledge about the e-money making product marketing e-money is still lacking. To overcome this, we need a marketing communication strategy of e-money is appropriate and effective. The cornerstone of the theory used in this study the theories of Kotler Kotler, said that elements of the promotion mix (promotion mix) consists of five main device, namely: Advertising, Sales Promotions, Public Relations and publicity, Personal Selling and Direct Marketing. This research aims to determine the effectiveness of of the activities of marketing communications strategy that has been done. To analyze the marketing communication strategies, conducted research at PT. Bank Rakyat Indonesia (Persero) Regional Office Semarang. Data collected from various sources consisting of external factors and internal, ie interviews, observation and documentation. Furthermore, these factors were analyzed to get the strategy formulation. Resource persons / informants consists of the CBK offices and the Customer card user Semarang BRIZZI. All of the strategies undertaken in marketing BRIZZI, the most effective way is to give the gift of groceries to customers BRIZZI users when shopping at the supermarkets in Semarang.


Keywords


Transaksi e-money; Bauran Promosi; Strategi Komunikasi Pemasaran

Full Text:

PDF

References


Duncan. 2005. Principles of Advertising. Bandung: PT. Bumi Aksara.

Hani Handoko. 1986. Manajemen. Jogjakarta: Balai Pustaka.

Kotler, Philip. 1997. Dasar-dasar Pemasaran (Jilid 1). Jakarta: Prenhallindo.

Malayu S.P. Hasibuan. 2004. Dasar-Dasar Perbankan. Jakarta: PT. Bumi Aksara.

Onong Uchjana Efendi. 2004. Dinamika Komunikasi. Bandung: PT. Remaja Rosda Karya.

Rusan Rusady. Kiat dan Strategi Kampanye PR. Jakarta: Rosdakarya.

Buku Besar Bank BRI. 2012. Jakarta.

Buku Laporan Tahunan BRI. 2012. Jakarta.

Info Bank. 2005. Nasabah Mulai Gelisah Survey Loyalitas Nasabah Bank Umum.

http://www.gweone.com/2014/06/brizzi-bri-sebagai-uang-elektronik.html, 4 Agustus 2015.

http://www.bank-indo.com/brizzi-uang-elektronik-bri, 4 Agustus 2015.




DOI: http://dx.doi.org/10.26623/themessenger.v7i2.295

Refbacks

  • There are currently no refbacks.


Copyright (c) 2016 Jurnal The Messenger

View My Stats Jurnal The Messenger is an International Scientific Journal, Published by the Department of Communication, FTIK, Universitas Semarang (Central Java, Indonesia). It is licensed under a Creative Commons Attribution 4.0 International License.