STRATEGI KOMUNIKASI PEMASARAN PRODUK YOUR ALL PAYMENT (YAP) PT BANK NEGARA INDONESIA KANTOR WILAYAH PALEMBANG
Daftar Isi:
- As a conformation of banking digitalization, PT Bank Negara Indonesia Regional Office Palembang introducing Your All Payment (YAP) as a modern payment product towards Palembang millennials society. Positive achievement of this product in its inaugural at Palembang, supported by implementing a good marketing communication strategy. Based on marketing mix communication theory by Philip Kotler and Gary Armstrong there are five main device of activities in marketing communication. These dimensions consist of: advertising, sales promotion, public relation and publication, personal selling and, direct marketing. To analyze the marketing communication strategies, conducted research at PT Bank Negara Indonesia Regional Office Palembang. Research entitled “Marketing Communication Strategy of Your All Payment (YAP) Product PT Bank Negara Indonesia Regional Office Palembang, uses a qualitative method. Data collected from various source consisting of primary and secondary, i.e. deep interview, observation, and documentation. The result of subsequent research indicates all of dimensions in marketing communication theory are running properly. This outcome certainly became supporting factor against company achievement to attract market of Your All Payment (YAP) product became merchant or product users. Key Words: Marketing Communication Strategy, Your All Payment (YAP) Product, PT Bank Negara Indonesia Regional Office Palembang, Marketing Mix Communication.