Marselin Diana, . (2024) ANALISIS STRATEGI KOMUNIKASI PEMASARAN TERPADU UNTUK MENINGKATKAN DAYA SAING FINTECH KEAGENAN (STUDI PADA FAZZ AGEN). Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Approximately 48% of Indonesia's population, or 97.7 million people, remain unbanked, while only 4.3% utilize Fazz Agen services, highlighting a significant opportunity to enhance competitiveness through agency-based fintech strategies. This research aims to examine and analyze Fazz Agen's integrated marketing communication strategies, which combine offline and online approaches to strengthen competitiveness. The study employs the Integrated Marketing Communication (IMC) theory, incorporating various promotional elements such as advertising, sales promotion, public relations, direct selling, direct marketing, and interactive marketing. The research adopts a post-positivist approach with a qualitative methodology based on an intrinsic case study. Data collection was conducted through semi-structured interviews and document analysis, using purposive sampling to identify data sources. Data processing was carried out using NVIVO to enhance accuracy and efficiency in data analysis. The findings indicate that this strategy effectively improves customer loyalty, brand awareness, and financial literacy, thereby supporting competitiveness. However, challenges persist, including the brand transition process and difficulties in recruiting sales personnel in rural areas. This research contributes to the literature on integrated marketing communication in the fintech sector and offers strategic insights to enhance Fazz Agen's competitiveness. In terms of industrial implications, the study recommends establishing a Public Relations team and providing physical promotional materials to support business growth in the increasingly competitive agency-based fintech market.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No. Panggil : 2210422004] [Pembimbing : Ana Kuswanti] [Penguji II Yani Hendrayani] |
| Uncontrolled Keywords: | Integrated Marketing Communication, Competitiveness, Fintech Agency, Fazz Agen |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S2) |
| Depositing User: | MARSELIN DIANA |
| Date Deposited: | 14 Feb 2025 16:02 |
| Last Modified: | 14 Feb 2025 16:02 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34981 |
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