IMPROVING BRAND AWARENESS OF BTPN SYARIAH: AN INITIATIVE PROPOSAL OF INTEGRATED MARKETING COMMUNICATION

• Main Author: Noviana, Dewi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47795
• Institution: Institut Teknologi Bandung

As a subsidiary of PT. Bank BTPN Tbk, BTPN Syariah has been focusing to serve the productive underprivileged segment in Indonesia whom are unbanked, since it was formerly as Sharia Business Unit (Unit Usaha Syariah) in Bank BTPN. In addition to providing access to professional financial services through sharia principal, BTPN Syariah also actively involves in delivering opportunities for the productive underprivileged customer to grow, empower and have more skill set to realize the aspiration to a better life. As of 31 December 2019, the Bank has recorded financing of Rp9.0trillion over 3million customers within 23 provinces in Indonesia. Financing grew by 23.7% from Rp7.3trillion in the same period in 2018. This proves that BTPN Syariah is able to maintain Non-Performing Financing Ratio at 1.36% through active customer engagement and empowerment in the financing process. One of the marketing strategies implemented is by using a direct selling applied by the sales officer, called Community Officer (CO). This traditional method has been the most possible due to the customer’s profile living in the rural area or suburb, which digital selling approach are yet possible to be implemented in the near future. Based on a survey from Brand Health Tracking in early 2019, only 27% of targeted customers who know BTPN Syariah and 5% recognized the brand at most. In addition, the interview with customers has been conducted and resulting that customers only acquaintance CO who serves them. This proves that business growth has no guarantee that BTPN Syariah brand is recognized by the customers nor the targeted segments. The researcher conducted a marketing communication study focusing on the traditional approach to community of productive underprivileged to obtain the integrated marketing communication strategy in order to improve the brand awareness. The researcher also conducted in-depth interviews with various stakeholders, namely customer, sales officer, and management related to brand communication. Recommendation for marketing communication improvement and implementation plans are also conveyed in this study.