AKTIVITAS BAURAN KOMUNIKASI PEMASARAN PROGRAM KREDIT USAHA RAKYAT MIKRO BRI DALAM MENINGKATKAN AWARENESS DAN MENDAPATKAN NASABAH DI MASA PANDEMI

ASTARI, ERLIN DEWI (2023) AKTIVITAS BAURAN KOMUNIKASI PEMASARAN PROGRAM KREDIT USAHA RAKYAT MIKRO BRI DALAM MENINGKATKAN AWARENESS DAN MENDAPATKAN NASABAH DI MASA PANDEMI. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Pandemi covid-19 memberikan dampak yang besar ke seluruh aspek kehidupanmanusia termasuk ke segala sektor usaha. Dengan adanya pencegahan wabah di lakukan penerapan Pemberlakuan Pembatasan Kegiatan Masyarakat (PPKM) oleh pemerintah. Dengan adanya PPKM maka keterbatasan aktivitas perusahaan dalam melakukan promosi penjualan. Tujuan penelitian ini untuk mengetahui aktivitas bauran komunikasi pemasaran yang dilaksanakan oleh PT. Bank BRI Unit Sooko dalam meningkatkan awareness dan mendapatkan nasabah dimasa pandemi periode juli-oktober 2021. Penelitian ini menggunakan teori komunikasi pemasaran, strategi bauran pemasaran terdiri dari product, price, place, promotion, people, physical evidence dan process yang dikenal dengan istilah 7P serta teori bauran pemasaran di dalamnya terdapat elemen penting yaitu segmenting, targeting dan positioning. Penelitian ini menggunakan paradigm post-positivisme, metode yang digunakan adalah deskriptif kualitatif dengan pendekatan studi kasus. Subjek penelitiannya adalah PT. Bank BRI (persero), Tbk. Data diperoleh melalui wawancara mendalam, observasi dan dokumentasi. Hasil dari penelitian ini adalah Pemerintah melalui BRI melakukan bantuan penyaluran Kredit Usaha Rakyat (KUR) dengan kebijakan PPKM Mikro untuk mendorong pemulihan ekonomi akibat pandemi. Penerapan berbagai strategi komunikasi pemasaran telah dilakukan. Selanjutnya didapatkan pula hasil terkait awareness BRI Unit Sooko pada tingkatan Top Of Mind karena BRI tidak hanya fokus pada penyaluran namun memiliki strategi untuk menjaga kualitas KUR. Kata Kunci : Bauran Komunikasi Pemasaran, KUR BRI, awareness. he Covid-19 pandemic has had a major impact on all aspects of human life, including all business sectors. With the prevention of outbreaks, the government implemented the Implementation of Restricting Community Activities (PPKM). With the existence of PPKM, the company's activities are limited in conducting sales promotions. The purpose of this study was to determine the marketing communication mix activities carried out by PT. Bank BRI Sooko Unit in increasing awareness and getting customers during the pandemic period July-October 2021. This study uses marketing communication theory, the marketing mix strategy consists of product, price, place, promotion, people, physical evidence and process known as the 7P's and marketing mix theory in which there are important elements, namely segmenting, targeting and positioning. This study uses a postpositivism paradigm, the method used is descriptive qualitative with a case study approach. The research subject is PT. Bank BRI (Persero), Tbk. Data obtained through in-depth interviews, observation and documentation. The results of this study are that the Government through BRI is providing assistance in the distribution of People's Business Credit (KUR) with the PPKM Micro policy to encourage economic recovery due to the pandemic. Implementation of various marketing communication strategies has been carried out. Furthermore, results were obtained related to awareness of the BRI Sooko Unit at the Top Of Mind level because BRI does not only focus on distribution but has a strategy to maintain KUR quality. Keywords: Marketing Communication Mix, KUR BRI, awareness,

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