STRATEGI KOMUNIKASI PEMASARAN PRODUK YOUR ALL PAYMENT (YAP) PT BANK NEGARA INDONESIA KANTOR WILAYAH PALEMBANG

IRSADILLAH, MUHAMMAD SYAFIQ and Siswanto, Joko and Meilinda, Nurly (2019) STRATEGI KOMUNIKASI PEMASARAN PRODUK YOUR ALL PAYMENT (YAP) PT BANK NEGARA INDONESIA KANTOR WILAYAH PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

As a conformation of banking digitalization, PT Bank Negara Indonesia Regional Office Palembang introducing Your All Payment (YAP) as a modern payment product towards Palembang millennials society. Positive achievement of this product in its inaugural at Palembang, supported by implementing a good marketing communication strategy. Based on marketing mix communication theory by Philip Kotler and Gary Armstrong there are five main device of activities in marketing communication. These dimensions consist of: advertising, sales promotion, public relation and publication, personal selling and, direct marketing. To analyze the marketing communication strategies, conducted research at PT Bank Negara Indonesia Regional Office Palembang. Research entitled “Marketing Communication Strategy of Your All Payment (YAP) Product PT Bank Negara Indonesia Regional Office Palembang, uses a qualitative method. Data collected from various source consisting of primary and secondary, i.e. deep interview, observation, and documentation. The result of subsequent research indicates all of dimensions in marketing communication theory are running properly. This outcome certainly became supporting factor against company achievement to attract market of Your All Payment (YAP) product became merchant or product users. Key Words: Marketing Communication Strategy, Your All Payment (YAP) Product, PT Bank Negara Indonesia Regional Office Palembang, Marketing Mix Communication.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Strategi Komunikasi Pemasaran, Produk Your All Payment (YAP), PT Bank Negara Indonesia Kantor Wilayah Palembang, Bauran Komunikasi Pemasaran
Subjects: H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products > HF5415.126.R38 Database marketing--Statistical methods. Data mining--Statistical methods. Big data--Statistical methods.
Divisions: Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: Muhammad Syafiq Irsadillah
Date Deposited: 15 Nov 2019 02:18
Last Modified: 15 Nov 2019 02:18
URI: http://repository.unsri.ac.id/id/eprint/16181

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