Penalosa, Mugi Gilang (2025) STRATEGI MARKETING PR DALAM PENGELOLAAN EVENT BTN MOBILE GOES TO BERLIN. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (COVER)
44221110048-Mugi Gilang Penalosa-01 Cover - Mugi Gilang Penalosa.pdf Download (2MB) |
|
Text (BAB I)
44221110060-Mugi Gilang Penalosa-02 Bab 1 - Mugi Gilang Penalosa.pdf Restricted to Registered users only Download (174kB) |
|
Text (BAB II)
44221110060-Mugi Gilang Penalosa-03 Bab 2 - Mugi Gilang Penalosa.pdf Restricted to Registered users only Download (380kB) |
|
Text (BAB III)
44221110060-Mugi Gilang Penalosa-04 Bab 3 - Mugi Gilang Penalosa.pdf Restricted to Registered users only Download (241kB) |
|
Text (BAB IV)
44221110060-Mugi Gilang Penalosa-05 Bab 4 - Mugi Gilang Penalosa.pdf Restricted to Registered users only Download (711kB) |
|
Text (BAB V)
44221110060-Mugi Gilang Penalosa-06 Bab 5 - Mugi Gilang Penalosa.pdf Restricted to Registered users only Download (158kB) |
|
Text (DAFTAR PUSTAKA)
44221110060-Mugi Gilang Penalosa-08 Daftar Pustaka - Mugi Gilang Penalosa.pdf Restricted to Registered users only Download (219kB) |
|
Text (LAMPIRAN)
44221110060-Mugi Gilang Penalosa-09 Lampiran - Mugi Gilang Penalosa.pdf Restricted to Registered users only Download (780kB) |
Abstract
PT Bank Tabungan Negara (Persero) Tbk selama ini dikenal luas sebagai bank penyalur Kredit Pemilikan Rumah (KPR). Melalui peluncuran BTN Mobile dan penyelenggaraan event "BTN Mobile Goes to Berlin", BTN berupaya membangun citra baru sebagai bank transaksional yang modern dan relevan dengan gaya hidup digital masyarakat. Penelitian ini bertujuan menganalisis strategi pengelolaan event yang dijalankan oleh Marketing Communication Division BTN dalam membentuk citra perusahaan melalui pendekatan event berbasis gaya hidup. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus dan paradigma konstruktivis. Data diperoleh melalui wawancara dengan lima informan dari pihak internal BTN, pemenang challenge event, serta representatif eksternal, dan didukung oleh observasi serta dokumentasi. Teori manajemen event Sitepu digunakan untuk menganalisis tahapan perencanaan, pengorganisasian, pelaksanaan, dan evaluasi. Hasil penelitian menunjukkan bahwa event ini berhasil meningkatkan awareness BTN Mobile secara signifikan, ditunjukkan melalui peningkatan jumlah aktivasi aplikasi dan keterlibatan publik dalam kampanye digital. BTN memanfaatkan tren gaya hidup lari dan menggandeng masyarakat serta audiens Instagram untuk berpartisipasi aktif dalam challenge konten dan promosi. Pada tahap evaluasi, BTN mencatat lonjakan penggunaan BTN Mobile, peningkatan volume transaksi digital, serta pergeseran persepsi publik dari bank KPR menjadi bank transaksional dan siap memenuhi kebutuhan finansial masyarakat. Kesimpulannya, strategi pengelolaan event "BTN Mobile Goes to Berlin" tidak hanya berhasil memperkuat citra perusahaan, tetapi juga memberikan dampak konkret terhadap adopsi layanan digital BTN. Penelitian ini membuktikan bahwa event berbasis gaya hidup dapat menjadi instrumen strategis dalam rebranding institusi keuangan di era digital. PT Bank Tabungan Negara (Persero) Tbk has long been widely recognized as a provider of mortgage loans (KPR). Through the launch of BTN Mobile and the organization of the "BTN Mobile Goes to Berlin" event, BTN aims to build a new image as a modern transactional bank aligned with the digital lifestyle of society. This study aims to analyze the event management strategy implemented by BTN's Marketing Communication Division in shaping the company's image through a lifestyle-based event approach. This research adopts a qualitative method using a case study approach within a constructivist paradigm. Data were obtained through interviews with five informants-including internal BTN representatives, event challenge winners, and external stakeholders-supported by observation and documentation. Sitepu's event management theory was used to analyze the planning, organizing, implementation, and evaluation stages. The results indicate that the event significantly increased awareness of BTN Mobile, as evidenced by a rise in application activations and public engagement in digital campaigns. BTN leveraged the running lifestyle trend and actively engaged the public and Instagram audiences through content challenges and promotional activities. In the evaluation stage, BTN recorded a surge in BTN Mobile usage, an increase in digital transaction volume, and a shift in public perception-from a mortgage-focused bank to a transactional bank capable of meeting diverse financial needs. In conclusion, the event management strategy of "BTN Mobile Goes to Berlin" not only succeeded in strengthening the company's image but also had a tangible impact on the adoption of BTN's digital services. This study demonstrates that lifestyle-based events can serve as strategic instruments in rebranding financial institutions in the digital era.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44221110060 |
| Uncontrolled Keywords: | Komunikasi, Komuniksi Korporat, Public Relations, Event, Manajemen Event. Communication, Corporate Communication, Public Relations, Event, Event Managemen. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | NAIMAH NUR ISLAMIDIYANAH |
| Date Deposited: | 17 Jun 2025 02:48 |
| Last Modified: | 17 Jun 2025 02:48 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/95824 |
Actions (login required)
 |
View Item |
