IMPLEMENTASI INTEGRATED MARKETING COMMUNICATION (IMC) TERHADAP PRODUK JASA “KPR GAESS FOR MILLENIAL”BANK BTN PERIODE TAHUN 2022

Anwar, Seno (2022) IMPLEMENTASI INTEGRATED MARKETING COMMUNICATION (IMC) TERHADAP PRODUK JASA “KPR GAESS FOR MILLENIAL”BANK BTN PERIODE TAHUN 2022. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

[img]
Preview
 Text (Cover)
44319110046 - Seno Anwar 01. COVER - Seno Anwar.pdf
Download (1MB) | Preview
[img]
Preview
 Text (Abstrak)
44319110046 - Seno Anwar 02. ABSTRAK - Seno Anwar.pdf
Download (765kB) | Preview
[img]
Preview
 Text (Bab 1)
44319110046 - Seno Anwar 03. BAB I - Seno Anwar.pdf
Download (659kB) | Preview
[img] Text (Bab 2)
44319110046 - Seno Anwar 04. BAB 2 - Seno Anwar.pdf
Restricted to Registered users only
Download (703kB)
[img] Text (Bab 3)
44319110046 - Seno Anwar 05. BAB 3 - Seno Anwar.pdf
Restricted to Registered users only
Download (335kB)
[img] Text (Bab 4)
44319110046 - Seno Anwar 06. BAB 4 - Seno Anwar.pdf
Restricted to Registered users only
Download (1MB)
[img] Text (Bab 5)
44319110046 - Seno Anwar 07. BAB 5 - Seno Anwar.pdf
Restricted to Registered users only
Download (305kB)
[img] Text (Daftar Pustaka)
44319110046 - Seno Anwar 09. DAFTAR PUSTAKA - Seno Anwar.pdf
Restricted to Registered users only
Download (200kB)
[img] Text (Lampiran)
44319110046 - Seno Anwar 10. LAMPIRAN - Seno Anwar.pdf
Restricted to Registered users only
Download (1MB)
[img] Text (Formulir Pernyataan Keabsahan)
44319110046 -Seno Anwar 11. Hasil Scan Formulir Pernyataan Keabsahan dan Persetujuan Publikasi Tugas Akhir, - Seno Anwar.pdf
Restricted to Registered users only
Download (345kB)

Abstract

Saat ini perubahan gaya hidup yang konsumtif sangat terlihat pada generasi milenial. Generasi milenial merupakan generasi milenium yang lahir diantara tahun 1980-2000 dengan umur berkisar 15-34 tahun. Dikalangan masyarakat generasi milenial dikenal sebagai generasi modern yang paham akan perkembangan teknologi dan keuangan. Di era yang modern ini tidak sedikit masyarakat yang membeli rumah dengan cara tunai atau kredit. Hal ini membuat pihak perbankan membuat program atau produk perbankan yang dinamakan KPR (Kredit Kepemilikan Rumah). KPR pertama di Indonesia terjadi pada tanggal 10 Desember 1976, dilaksanakan di Kota Semarang oleh Bank BTN. Pada tahun 2018 Bank BTN mengembangkan produk KPR bagi milenial yaitu “KPR Gaess For Millenial”, tujuan pengembangan produk ini adalah memudahkan generasi milenial memiliki rumah dengan skema KPR. Dalam penelitian ini, penulis meneliti Implementasi Integrated Marketing Communication (IMC) Terhadap Produk Jasa “KPR Gaess For Millenial” untuk mempertahankan brand dan meningkatkan penjualan produk demi tercapainya visi maupun misi Bank BTN, dengan menggunakan teori IMC menurut Shimp tentang strategi IMC dan juga teori SWOT menurut Cangara Hafied tentang analisis SWOT. Metode penelitian yang digunakan dalam penelitian ini adalah deskriptif kualitatif. Paradigma yang digunakan yaitu paradigma konstruktivis dengan teknik pengumpulan data Primer dan Sekunder. Teknik pengumpulan data secara primer yang dilakukan adalah Wawancara dengan informan, dan Dokumentasi untuk teknik pengumpulan data secara sekunder. Hasil penelitian menunjukan bahwa Implementasi Integrated Marketing Communication produk jasa KPR Gaess For Millenial di Bank BTN dapat mempertahankan brand dan meningkatkan penjualan produk. Dilihat dari strategi IMC yang digunakan melalui promosi penjualan, personal selling, advertising, interactive marketing dan direct marketing. Kata kunci: Integrated Marketing Communication (IMC), Millenial, KPR Currently, changes in consumptive lifestyles are very visible in the millennial generation. The millennial generation is the millennial generation who was born between 1980-2000 with ages ranging from 15-34 years. The millennial generation is known as the modern generation who understands the development of technology and finance. In this modern era, not a few people buy houses by cash or credit. This makes the banking sector create a banking program or product called KPR (House Ownership Credit). The first mortgage in Indonesia occurred on December 10, 1976, implemented in Semarang City by Bank BTN. In 2018 Bank BTN developed a mortgage product for millennials, namely “KPR Gaess For Millennials”, the purpose of developing this product is to make it easier for the millennial generation to own a house with a mortgage scheme. In this study, the author examines the Implementation of Integrated Marketing Communication (IMC) on “KPR Gaess For Millenials” Mortgage Service Products to maintain the brand and increase product sales in order to achieve the vision and mission of Bank BTN, using the IMC theory according to Shimp about the IMC strategy and also the SWOT theory according to Cangara Hafied about SWOT analysis The research method used in this research is descriptive qualitative. The paradigm used is the constructivist paradigm with primary and secondary data collection techniques. The primary data collection techniques used were interviews with informants, and documentation for secondary data collection techniques. The results showed that the implementation of Integrated Marketing Communication of Gaess For Millennial service products at Bank BTN can maintain the brand and increase product sales. Judging from the IMC strategy used through sales promotion, personal selling, advertising, interactive marketing and direct marketing. Keywords: Integrated Marketing Communication (IMC), Millennials, KPR

Item Type: Thesis (S1)
NIM/NIDN Creators: 44319110046
Uncontrolled Keywords: Integrated Marketing Communication (IMC), Millennials, KPR
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: ALFINA DHEA NOVA
Date Deposited: 23 Dec 2022 03:24
Last Modified: 23 Dec 2022 03:24
URI: http://repository.mercubuana.ac.id/id/eprint/72714

Actions (login required)

View Item View Item
UMB Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.