Strategi Marketing Public Relations PT Bank Tabungan Negara (Persero) Tbk Dalam Mempertahankan Loyalitas Nasabah Tahun 2019

RACHMA, ANANDA AULIA (2020) Strategi Marketing Public Relations PT Bank Tabungan Negara (Persero) Tbk Dalam Mempertahankan Loyalitas Nasabah Tahun 2019. S1-Sarjana thesis, Universitas Mercu Buana Jatisampurna.

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01. HALAMAN JUDUL.pdf

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02. LEMBAR PERSETUJUAN SKRIPSI.pdf

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03. LEMBAR TANDA LULUS SIDANG SKRIPSI.pdf

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04. LEMBAR PENGESAHAN PERBAIKAN SKRIPSI.pdf

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05. LEMBAR PERNYATAAN ORIGINALITAS.pdf

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06. ABSTRACT.pdf

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06. ABSTRAK.pdf

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07. KATA PENGANTAR.pdf

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08. DAFTAR ISI.pdf

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09. DAFTAR TABEL.pdf

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10. DAFTAR GAMBAR.pdf

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11. DAFTAR LAMPIRAN.pdf

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12. BAB I.pdf
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13. BAB II.pdf
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16. BAB V.pdf
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17. DAFTAR PUSTAKA.pdf
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18. LAMPIRAN.pdf
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Abstract

ABSTRAK Sudah menjadi hal yang paling mendasar jika orang-orang memilih tempat pelayanan jasa yang sudah pasti kualitas dan prestasinya. Karena mereka ingin memanfaatkan pelayanan yang diberikan semaksimal mungkin dan sebaik mungkin. Perusahaan perbankan saling berlomba-lomba untuk menunjukkan kualitas dan eksistensinya di mata masyarakat atau nasabah agar mampu menarik minat bibit-bibit calon nasabah untuk memilih perusahaan pelayanan tersebut sebagai tempat untuk memperoleh produk perbankan, pelayanan yang tepat bagi nasabah, serta menghasilkan proses yang berjalan sesuai apa yang diharapkan dan dituju. Masalah dalam penelitian ini adalah bagaimana Strategi Marketing Public Relations yang dilakukan oleh Humas bank BTN cabang Cawang dalam mempertahankan loyalitas nasabahnya. Tujuan penelitian ini adalah untuk mengetahui strategi yang digunakan oleh Marketing Public Relations bank BTN dalam mempertahankan loyalitas nasabahnya. Konsep penelitian yang digunakan adalah konsep strategi Marketing Public Relations dari Thomas L. Harris yang menjelaskan tentang tiga strategi umum dalam Marketing Public Relations, yaitu Pull, Push dan Pass Strategy. Metode penelitian yang digunakan adalah pendekatan deskriptif kualitatif. Melakukan teknik wawancara mendalam dengan narasumber. Didukung dengan adanya data sekunder yang dilakukan dengan cara mengumpulkan data-data baik dari riset perpustakaan maupun riset melalu media internet. Lalu dipastikan dan diuji keabsahannya melalui teknik triangulasi data. Hasil penelitian menunjukkan bahwa program Marketing Public Relations yang dilakukan oleh bank BTN cabang Cawang dalam mempertahankan loyalitas nasabah melalui Pull Strategy yang dilakukan adalah dengan melaksanakan event seperti Indonesia Property Expo dan seasonal program, serta program tanggung jawab sosial bagi masyarakat. Push Strategy adalah strategi publikasi, serta mempersuasif calon nasabah melalui pihak pendorong, seperti kerabat ataupun keluarga nasabah di lingkungan umum. Pass Strategy yang dilakukan adalah dengan melakukan sinergi dengan seluruh pelayanan di bank BTN cabang Cawang. Kata kunci : Strategi Marketing Public Relations, Loyalitas, Nasabah, Bank BTN ABSTRACT It has become the most basic thing if people choose a place of service that is certainly of quality and achievement. Because they want to take advantage of the services provided as much as possible and the best possible. Banking companies competing with each other to show the quality and existence in the eyes of the public or customers to be able to attract the seeds of prospective customers to choose the service company as a place to get banking products, the right service for customers, and produce a process that runs according to what expected and intended. The problem in this study is how the Public Relations Marketing Strategy conducted by the Cawang branch of Bank BTN Public Relations in maintaining customer loyalty. The purpose of this study was to determine the strategies used by BTN bank's Public Relations Marketing in maintaining customer loyalty. The research concept used is the concept of the Marketing Public Relations strategy of Thomas L. Harris which explains about three general strategies in Marketing Public Relations, namely Pull, Push and Pass Strategy. The research method used is a qualitative descriptive approach. Conduct in-depth interview techniques with speakers. Supported by secondary data that is done by collecting data both from library research and research through the internet media. Then confirmed and tested its validity through data triangulation techniques. The results showed that the Marketing Public Relations program carried out by the BTN Cawang branch bank in maintaining customer loyalty through Pull Strategy conducted was by carrying out events such as the Indonesia Property Expo and seasonal programs, and social responsibility programs for the community. Push Strategy is a publication strategy, as well as encouraging prospective customers through pushers, such as relatives or families of customers in the general environment. The Pass Strategy taken is to synergize with all services at the Cawang branch BTN bank. Keywords: Public Relations Marketing Strategy, Loyalty, Customers, Bank BTN

Item Type: Thesis (S1-Sarjana)
Call Number CD: FK-PR 19 029
NIM: 44215210025
Uncontrolled Keywords: Strategi Marketing Public Relations, Loyalitas, Nasabah, Bank BTN
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Nasruddin Mansyur S.Hum
Date Deposited: 11 Mar 2020 07:59
Last Modified: 11 Mar 2020 07:59
URI: http://repository.mercubuana.ac.id/id/eprint/55438

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