COMMUNICATION STRATEGY TO IMPROVE TABAH PRODUCT CUSTOMER OF BANK JABAR, TAMANSARI BRANCH OFFICE

• Main Author: Soviani (NIM 29104315), Novi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6552
• Institution: Institut Teknologi Bandung

ABSTRACT: <br /> <br /> <br /> <br /> <br /> Bank Jabar have several savings product which they offered to the cutomers, one of it is TABAH (Tabungan Ibadah Haji). This product launched in 2002 after Bank Jabar appointed by Indonesian government through Department of Religion of Jawa Barat as BPS BPIH who receive hajj pilgrimages payment. This product indicate insignificant growth moreover showing declining trend. <br /> <br /> <br /> <br /> <br /> This study objective is to determine the factors that influence the market of Bank Jabar Tabah product. Based on external and internal factors analysis, concluded that it was caused by lack of tactical strategy by Bank Jabar for TABAH product. To contend the issue, there are two actions should be taken by Bank Jabar, they are: (1) establish excellent partnership with KBIH and religion community such as recitation, and (2) effective marketing communication to improve the customer awareness for Tabah product.