INTEGRATED MARKETING COMMUNICATIONS CHANNEL IMPROVEMENT OF BANK RAKYAT INDONESIA`S WADIAH PRODUCT (FAEDAH) AT THE BUAH BATU BANDUNG BRANCH

• Main Author: SOVIA PRAMUDITA (NIM : 29112061) Pembimbing : Reza Ashari Nasution, Ph.D., ADITIA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17788
• Institution: Institut Teknologi Bandung

One of the featured products of BRI Syariah is wadiah product, “Faedah”. BRI Syariah already has the data that shows the positive correlation between promotion cost and number of customer. BRI Syariah Buah Batu has already been obliged by BRI Syariah Headquarter to make an optimal integrated marketing communication channel that can reach the targeted customer in BRI Syariah Buah Batu service area. <br /> <br /> <br /> To make one effective integrated marketing communication channel for Faedah savings, evaluation of the existing integrated marketing communication channel need to be conducted in order to optimize the channels in reaching all customer segments. Recommendation score is used to analysis in order to evaluate the existing integrated marketing communication channel and used improving integrated communication channel procedure. <br /> <br /> <br /> From the analysis, it is founded that the existing marketing communication channel of Faedah product at BRI Syariah Buah Batu is still not effective. The media that BRI Syariah used in order to reach the target market are radio, TV, brochures, newspapers, fund officer, internet, and open booth. <br /> <br /> <br /> To implement the proposed integrated marketing communication channel, BRI Syariah Buah Batu first needs to conduct the research about contents and the frequency of each media that will be used. After that, BRI Syariah Buah Batu needs to choose the marketing agency in order to implement the new integrated marketing communication channel.