STRATEGI KOMUNIKASI PEMASARAN KREATIF MELALUI PROMOSI PENJUALAN PROGRAM POINT REWARD BANK XYZ UNTUK KARYAWAN

CHRISTINA, MELISA MINAR (2014) STRATEGI KOMUNIKASI PEMASARAN KREATIF MELALUI PROMOSI PENJUALAN PROGRAM POINT REWARD BANK XYZ UNTUK KARYAWAN. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Following the tightening competition throughout 2013 and variety of similar loyalty programs in banking industries, creative marketing communication strategy is vitally required. In relation to that, Bank XYZ conducted a program called Festival Promo Poin Cinta, which was successful, as evidenced by “Customer Loyalty Award”. It received from SWA magazine in cooperation with Net Promotor and Hachiko. Its creativity lies on the method of reward points, segmentation of its targeted customers, and strategies of the program. The special program for employees—which are its internal customers—is unique as the Researcher does not find any similar program has ever been executed, based on early observations in several banks in Indonesia. Researcher finds it as new practice, and therefore this research was performed to understand why internal sales promotion program for employees is necessary, how it was executed, and how the employees themselves perceived and viewed this sales promotion program. The objective in this research of using constructivism paradigm to find a form of reality on sciences with qualitative approach through descriptive method is to generate fact-findings. Research results are expected to construct objective description of the empirical condition on the observed objects. This research concludes that the creative marketing communication strategy executed by Bank XYZ through internal reward point program sales promotion for employees is to create and encourage employees as brand ambassadors. Keywords: sales promotions, brand ambassador, socialmedia Semakin ketatnya persaingan pada tahun 2013 dan berbagai program loyalitas yang serupa di beberapa perbankan, diperlukan suatu strategi komunikasi pemasaran yang kreatif. Untuk itu Bank XYZ mengadakan program Festival Promo Poin Cinta, yang menuai keberhasilan program, terbukti dari diterimanya penghargaan “Customer Loyalty Award” dari majalah SWA bekerja sama dengan Net Promotor dan Hachiko. Kreatif dilihat dari metode pengumpulan point reward,target segmentasi nasabahnya juga strategi di dalam program. Program khusus untuk karyawansendiri yang merupakan nasabah internalnyamerupakan suatu metode yang belum pernah dijumpai oleh Peneliti melalui pembuktian dengan melakukan penelitian di awal di beberapa perbankan di Indonesia. Peneliti menganggap ini adalah hal yang baru, sehingga penelitian ini dilakukan untuk mengetahui, mengapa perlu diadakan promosi penjualan untuk karyawan, bagaimanakah promosi penjualan untuk karyawan ini diadakan, serta bagaimanakah persepsi karyawan akan promosi penjualan ini. Menggunakan paradigma konstruktivisme untuk menemukan suatu realitas atas ilmu pengetahuan dengan pendekatan kualitatif melalui metode deskriptif bertujuan hanya untuk mengungkapkan suatu keadaan (fact finding). Dari hasil penelitian nantinya dapat membentuk gambaran secara obyektif tentang keadaan yang sebenarnya dari obyek yang diteliti. Hasil penelitian disimpulkan bahwa Bank XYZ merancang kegiatan strategi komunikasi pemasaran kreatif melalui promosi penjualan program point reward untuk karyawan bertujuan menciptakan karyawan menjadi brand ambassador perusahaan. Kata kunci: promosi penjualan, brand ambassador, media sosial

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