STRATEGI KOMUNIKASI PEMASARAN BANK BRI KANTOR WILAYAH REGION 6 DALAM MENDORONG TRANSAKSI PADA APLIKASI BRIMO

Anindya Syifa Kirana, . (2026) STRATEGI KOMUNIKASI PEMASARAN BANK BRI KANTOR WILAYAH REGION 6 DALAM MENDORONG TRANSAKSI PADA APLIKASI BRIMO. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Marketing communications plays a crucial role for the banking industry in the digital era, especially in promoting digital banking services like the BRImo app. This necessitates a well-targeted marketing communications strategy. This study aims to examine in depth how Bank BRI Regional Office 6 implements its marketing communication strategy to encourage transaction on the BRImo App. A qualitatibe research method was used in this study, employing a case study approach. Data in this study were collected through in-depth interviews with parties involved in the implementation of the strategy, as well as through documentation. The research findings were analyzed using the SOSTAC research model framework (Situation, Objectives, Strategy, Tactics, Action, Control) to ensure a comprehensive examination of the marketing communication strategy. The findings revealed that Bank BRI Regional Office 6 implemented a well-planned marketing communication strategy, beginning with an analysis of customer needs and potential regions, and identifying payroll customers and the young generation as the primary target segments. The implementation of the marketing communication strategy was carried out through promotional programs, events, activation booths, socialization to external parties, and other implementation. To achieve this, effective collaboration and communication among staff are essential. The implementation of the strategies is also accompanied by regular monitoring and evaluation to ensure the strategies are executed effectively. The success of the strategy is reflected in the positive transaction achievements on the BRImo application. This study concludes that the successful implementation of the marketing communication strategy by Bank BRI Regional Office 6 was supported by strategic planning, as well as positive internal and external collaboration.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210411303] [Pembimbing: Windhi Tia Saputra] [Penguji 1: Witanti Prihatiningsih] [Penguji 2: Puri Bestari Mardani]
Uncontrolled Keywords: BRImo App, Communication Strategy, Digital Banking, Marketing Communication, SOSTAC Model.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: ANINDYA SYIFA KIRANA
Date Deposited: 31 Aug 2026 04:29
Last Modified: 01 Sep 2026 08:15
URI: http://repository.upnvj.ac.id/id/eprint/52650

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