Strategi Komunikasi Pemasaran PT. Bank Rakyat Indonesia (Persero) Tbk Dalam Mempertahankan Loyalitas Nasabah Prioritas Melalui Produk Wealth Management

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Maharani, Intan Thalia (2021) Strategi Komunikasi Pemasaran PT. Bank Rakyat Indonesia (Persero) Tbk Dalam Mempertahankan Loyalitas Nasabah Prioritas Melalui Produk Wealth Management. UGP-Thesis thesis, LSPR Communication and Business Institute.

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Abstract

Penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran yang dilakukan oleh PT. Bank Rakyat Indonesia (Persero) Tbk dalam mempertahankan loyalitas nasabah prioritas melalui produk Wealth Management. Berdasarkan hasil penelitian PT. Bank Rakyat Indonesia (Persero) Tbk menggunakan strategi komunikasi pemasaran Integrated Marketing Communication (IMC) dengan menggabungkan Sales Promotion dan Personal Selling. BRI seimbang dalam melakukan kegiatan Promotional Mix baik yang menggunakan Traditional Media guna mempertahankan Nasabah Prioritas usia lanjut, maupun Online Media yang semakin gencar demi menjangkau Nasabah Prioritas baru di usia muda.

Kata Kunci: Strategi Komunikasi Pemasaran, Wealth Management,Integrated Marketing Communication, Promorional Mix, Traditional Media,Online Media, Nasabah Prioritas

Item Type: Thesis (UGP-Thesis)
Subjects: H Social Sciences > HT Communities. Classes. Races
Divisions: Faculty of Communication, Communication Studies > Marketing Communication
Depositing User: Ms Kartika S
Date Deposited: 03 Jan 2024 11:01
Last Modified: 03 Jan 2024 11:01
URI: http://repository.lspr.ac.id/id/eprint/318

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