STRATEGI PERSONAL SELLING DALAM MENDUKUNG PENINGKATAN DANA PIHAK KETIGA (Studi Kasus pada PT Bank DKI Khusus Cabang Bandung)

RAHARDJO, DIMAS TETUKO ABDI (2016) STRATEGI PERSONAL SELLING DALAM MENDUKUNG PENINGKATAN DANA PIHAK KETIGA (Studi Kasus pada PT Bank DKI Khusus Cabang Bandung). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini menganalisis strategi personal dalam mendukung peningkatan dana pihak ketiga (DPK) yang merupakan studi kasus pada Bank DKI cabang Khusus Bandung. Penelitian ini merujuk pada seperti yang diungkapkan oleh Manning & Reece (2006), yang mengatakan dalam personal selling terdapat tiga strategi yakni Strategi dan proses hubungan, Strategi proses produk dan pelanggan, dan Strategi dan proses presentasi. Penelitian ini menggunakan pendekatan kualitatif dan menggunakan studi kasus tunggal dimana data-data penelitian dilakukan melalui proses wawancara, observi non partisipasi dan pengumpulan data-data berupa dokumen dan lainnya. Bank DKI termasuk katagori bank pemerintah daerah yang memiliki kinerja terbaik diantara bank-bank daerah lainnya dilihat dari sisi perkembangan asset Bank DKI cabang Khusus Bandung merupakan cabang kedua Bank DKI yang berada di luar wilayah propensi DKI Jakarta. Penggunaan strategi personal selling sebagai bagian dari pola memasarkan produk-produk Bank DKI cabang Khusus Bandung dalam pengelolaan dana pihak ketiga turut memiliki andil yang cukup baik dan menurut hemat penulis cukup sukses. Kata Kunci : Strategi dan Proses Personal Selling, Dana Pihak Ketiga (DPK) dan bank This study analyzed the strategy in favor of an icrease in third party fund is a case study on bank branch DKI Special Bandung. This study refers to as expressed by Manning & Reece(2006). who said in a personal selling there are four strategies, namely strategic relationships customer strategy, product strategy and presentation strategy. This study used a qualitative approach and the use of single case studies where study data conducted through interviews, observation of non-participation and data collection form and other documents. Bank DKI including the category of local banks that have the best performance among the other regional banks in terms of asset growth. Special branch DKI Bank Bandung was the first bank branch bib outside the province of DKI Jakarta. The use of personal selling strategy as part of a pattern of marketing products dki bank branches in Bandung. Special third-party fund management also has a pretty good part, and according to the opinion of the writer is quite successful. Keywords: Strategy and Personal Selling Process. Third Party Funds TPF) and the bank

Item Type: Thesis (S2)
Call Number CD: CDT-552-16-061
NIM/NIDN Creators: 55214110067
Uncontrolled Keywords: Kata Kunci : Strategi dan Proses Personal Selling, Dana Pihak Ketiga (DPK) dan bank, Strategy and Personal Selling Process. Third Party Funds TPF) and the bank, 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: 06 Apr 2022 04:11
Last Modified: 27 Jun 2022 04:07
URI: http://repository.mercubuana.ac.id/id/eprint/59482

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