Muhammad Riski Surya Putra Pratama, . (2025) PERAN BRANDING DAN IKLAN DIGITAL DALAM MENINGKATKAN MINAT NASABAH PADA PRODUK TABUNGAN EMAS PT PEGADAIAN. Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
In facing the digital era, PT Pegadaian utilizes branding based marketing strategies and digital advertising to reach a wider and segmented target market. Therefore, this study aims to analyze how the role of branding and digital advertising in increasing customer interest in Gold Savings products at PT Pegadaian Head Office. The method used in this research is descriptive qualitative with data collection techniques through in depth interviews, observation, and documentation. The result showed that the branding strategy arranged systematically based on a consumer behavior segmentation survey. Strong branding by highlighting product advantages, such as 100% physical gold guarantee and OJK supervision, succeeded in building public trust. Meanwhile, digital advertising through various platforms, such as Instagram, TikTok, Facebook, and Google Ads is considered effective in increasing brand awareness and engagement. Attractive, concise, and relevant advertising content is proven to encourage customer loyalty and generate positive word of mouth effect. From the research result, it can be concluded that branding and digital advertising play a synergistic role in increasing customer interest and engagement in PT Pegadaian’s Gold Savings products. This strategy can be a relevant digital marketing model for other financial institutions in facing modern marketing challenges.
| Item Type: | Thesis (Tugas Akhir) |
|---|---|
| Additional Information: | [No. Panggil: 2210101005] [Pembimbing: Diana Triwardhani] [Penguji 2: Subur] [Penguji 1: Suharyati] |
| Uncontrolled Keywords: | Branding, Digital Advertising, Customer Interest, Gold Savings, PT. Pegadaian |
| Subjects: | H Social Sciences > HE Transportation and Communications H Social Sciences > HJ Public Finance L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) |
| Depositing User: | MUHAMMAD RISKI SURYA PUTRA PRATAMA |
| Date Deposited: | 20 Aug 2025 04:40 |
| Last Modified: | 20 Aug 2025 04:40 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38019 |
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