SETIOWATI, YANTI (2018) AKTIVITAS ICE BREAKING TENTANG UNIQUE VALUE PROPOSITION PRUDUK PAKET MASA DEPAN SEBAGAI COPORATE BRANDING BTPN SYARIAH. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This research is about ice breaking activity about unique value proposition of Paket Masa Depan as corporate branding of BTPN Syariah. This theme was raised because BTPN Syariah is currently the only bank focusing on the segment of pre-prosperous society, which in this segment is precisely avoided by other banks. This uniqueness and purpose make BTPN Syariah different in competition in the world of conventional and syariah banking in Indonesia. The purpose of this research is to know how the activity of ice breaking about unique value proposition of Paket Masa Depan becoming icon of BTPN Syariah product can be used as corporate branding of BTPN Syariah. The research was written based on the marketing communication concept of Terence A Shimp, integrated marketing communication by Kotler and Keller, unique value proposition by Osterwalder & Pigneurs, and corporate umbrella branding by David Pickton and Amanda Broderick. The primary data in this study were collected through interview and secondary data methods collected through documents and drawings relevant to this study. This research reveals that communication activity with ice breaking about unique value proposition of Future Package product as corporate branding of BTPN Syariah. Keywords: marketing communication, integrated marketing communication, unique value proposition, corporate branding, sharia banking. Penelitian ini adalah mengenai aktivitas ice breaking tentang unique value proposition produk Paket Masa Depan sebagai corporate branding BTPN Syariah. Tema ini diangkat karena BTPN Syariah saat ini merupakan satu-satunya bank yang fokus terhadap segmen masyarakat pra sejahtera, yang dimana segmen ini justru dihindari oleh bank lainnya. Keunikan dan tujuan inilah yang membuat BTPN Syariah berbeda dalam persaingan di dunia perbankan konvensional maupun syariah di Indonesia. Tujuan penelitian ini mengetahui bagaimana aktivitas ice breaking tentang unique value proposition produk Paket Masa Depan yang menjadi icon produk dari BTPN Syariah bisa dipergunakan sebagai corporate branding BTPN Syariah. Penelitian ini ditulis berdasarkan konsep komunikasi pemasaran dari Terence A Shimp, integrated marketing communication oleh Kotler dan Keller, unique value proposition oleh Osterwalder & Pigneurs, serta corporate umbrella branding oleh David Pickton dan Amanda Broderick. Data primer dalam penelitian ini dikumpulkan melalui metode wawancara dan data sekunder dikumpulkan melalui dokumen dan gambar yang relevan dengan penelitian ini. Penelitian ini mengungkap bahwa aktivitas komunikasi dengan ice breaking tentang unique value proposition produk Paket Masa Depan sebagai corporate branding BTPN Syariah. Kata kunci: komunikasi pemasaran, integrated marketing communication, unique value proposition, corporate branding, perbankan syariah.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-552-20-003 |
| NIM/NIDN Creators: | 55214120029 |
| Uncontrolled Keywords: | marketing communication, integrated marketing communication, unique value proposition, corporate branding, sharia banking.komunikasi pemasaran, integrated marketing communication, unique value proposition, corporate branding, perbankan syariah. corcom, korporate komunikasi dan komunikasi pemasaran |
| 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: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 25 Mar 2022 03:56 |
| Last Modified: | 27 Jun 2022 02:56 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/58815 |
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