SETYANINGRUM, AMELIA PUTRI (2025) PERSEPSI CALON NASABAH DAN NASABAH PADA PROMOSI APLIKASI JENIUS CABANG MALL KELAPA GADING 2 MELALUI KOMUNIKASI PERSUASIF DALAM MEMBANGUN BRAND AWARENESS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In the digital era, banking services have undergone a transformation through the presence of digital banks such as the Jenius Application from Bank BTPN (now SMBC). Jenius has a unique promotional strategy, namely by establishing booths in shopping centers to build direct interaction with target audiences, one of which is at Mall Kelapa Gading 2. This study aims to determine the perceptions of prospective customers and customers towards the promotion of the Jenius application through persuasive communication in an effort to increase brand awareness. This study uses the theory of consumer perception, persuasive communication, and brand awareness as the main foundation. In addition, the analysis is also associated with the function and strategy of persuasive communication, as well as the objectives of Marketing Public Relations according to Kotler (1998). The theory of brand awareness refers to the concept of David A. Aaker (2011) which divides the level of brand awareness into several stages, from unaware of brand to top of mind. This study uses a post-positivism paradigm with a qualitative descriptive method approach. Data were collected through non-participant observation and indepth interviews with informants who had interacted with Jenius promotions at the location. Data analysis was carried out in three stages, namely data reduction, data presentation, and drawing conclusions. The results of the study showed that Jenius promotion through physical booths was able to form positive perceptions among audiences with diverse backgrounds and experiences. This promotion has proven successful in building brand awareness to the point of achieving Top of Mind status. From the Marketing Public Relations side, although not all goals were achieved, this strategy was effective in building credibility and brand awareness. Keywords: Perception, Promotion, Persuasive Communication, Brand Awareness, Jenius Application Di era digital, layanan perbankan mengalami transformasi melalui kehadiran bank digital seperti Aplikasi Jenius dari Bank BTPN (sekarang SMBC). Jenius memiliki strategi promosi yang unik yaitu melalui pendirian booth di pusat perbelanjaan untuk membangun interaksi langsung dengan target audiens, salah satunya yang ada di Mall Kelapa Gading 2. Penelitian ini bertujuan untuk mengetahui persepsi dari calon nasabah dan nasabah terhadap promosi aplikasi Jenius melalui komunikasi persuasif dalam upaya membangun kesadaran merek (brand awareness). Penelitian ini menggunakan teori persepsi konsumen, komunikasi persuasif, dan brand awareness sebagai landasan utama. Selain itu, analisis juga dikaitkan dengan fungsi dan strategi komunikasi persuasif, serta tujuan dari Marketing Public Relations menurut Kotler (1998). Teori brand awareness mengacu pada konsep dari David A. Aaker (2011) yang membagi tingkat kesadaran merek ke dalam beberapa tahap, mulai dari unaware of brand hingga top of mind. Penelitian ini menggunakan paradigma post-positivisme dengan pendekatan kualitatif metode deskriptif. Data dikumpulkan melalui observasi non-partisipan dan wawancara mendalam terhadap informan yang telah berinteraksi dengan promosi Jenius di lokasi tersebut. Analisis data dilakukan melalui tiga tahap, yaitu reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa promosi Jenius melalui booth fisik mampu membentuk persepsi positif di kalangan audiens dengan ragam latar belakang dan pengalaman. Promosi ini terbukti berhasil dalam membangun brand awareness hingga mencapai tingkat Top of Mind. Dari sisi Marketing Public Relations, walaupun tidak semua tujuan tercapi, strategi ini efektif dalam membangun kredibilitas dan kesadaran merek. Kata Kunci: Persepsi, Promosi, Komunikasi Persuasif, Brand Awareness, Aplikasi Jenius
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