Perencanaan marketing communication strategy untuk layanan internet banking cimb clicks ditinjau dari konsep new wave marketing

Wirjan, Richie (2011) Perencanaan marketing communication strategy untuk layanan internet banking cimb clicks ditinjau dari konsep new wave marketing. Bachelor thesis, Universitas Pelita Harapan.

[img] Text (Title)
Title.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (15MB)
[img] Text (Abstract)
Abstract.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (283kB)
[img] Text (ToC)
ToC.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (16MB)
[img] Text (Chapter1)
Chapter1.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (514kB)
[img] Text (Chapter2)
Chapter2.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (10MB)
[img] Text (Chapter3)
Chapter3.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (2MB)
[img] Text (Chapter4)
Chapter4.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (4MB)
[img] Text (Chapter5)
Chapter5.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (409kB)
[img] Text (Bibliography)
Bibliography.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (605kB)
[img] Text (Appendices)
Appendices.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (30MB)
[img] Text (Publication-Agreement)
Publication-Agreement.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (430kB)

Abstract

Pertumbuhan jumlah pengguna internet di Indonesia mengalami kemajuan pesat dilihat dari menguatnya penetrasi internet dari tahun ke tahun. Alasan terjadinya pertumbuhan ini adalah karena internet telah memasuki era Web 2.0. Dalam era ini, internet tidak hanya digunakan sekedar untuk mencari informasi, tetapi para pengguna dapat saling berbagi dan berkolaborasi dengan pengguna lainnya. Transaksi belanja via online menjadi salah satu aktivitas para pengguna internet saat ini. CIMB Niaga sebagai salah satu pelaku industri perbankan di Indonesia menyediakan sebuah layanan internet banking, yaitu CIMB Clicks. Strategi komunikasi pemasaran yang dirancang One Comm Indonesia untuk CIMB Clicks menggunakan konsep New Wave Marketing yang didukung dengan pembentukkan sebuah customer community dan penggunaan marketing communication tools berupa advertising, event, sales promotion, serta internet marketing. Melalui perencanaan strategi komunikasi pemasaran, CIMB Clicks sebagai produk terbaru dari CIMB Niaga dapat lebih dikenal nasabah dan masyarakat. Dalam strategi komunikasi pemasaran ini, CIMB Clicks melakukan lima tahap dalam marketing communication plan, yaitu situation analysis, objectives, strategy, tactics, dan control. Selain itu, pengadaan event CIMB Clicks Campus Roadshow, Online Entrepreneur Awards 2011, Clicks Market, dan pembentukan komunitas online Clicks Society merupakan bagian dari campaign “Have You Clicks Today?” yang dilaksanakan oleh One Comm Indonesia. / Internet usage in Indonesia has grown significantly due to larger penetration in recent years. One of the reasons for this growth is the emergence Web 2.0, which has established new habits for Internet users, who no longer use it only to find information, but also to share and collaborate with other Internet users. Online transactions are one of the many activities frequently done through the Internet. As part of the banking and financing industry, CIMB Niaga provides a new Internet banking service called CIMB Clicks. The marketing communication strategy prepared by One Comm Indonesia for CIMB Clicks is similar to the strategy described in the New Wave Marketing concept, which includes the creation of customer communities, and the use of marketing communication tools such as advertising, events, sales promotions and Internet marketing. Through this marketing communication strategy, CIMB Clicks, as a new product, will be better known by its customers and the general public. Within this marketing communication strategy, CIMB Clicks executes five elements contained in the marketing communication plan, namely situation analysis, objectives, tactics and control. The elements of One Comm Indonesia’s “Have You Clicks Today?” campaign for CIMB Clicks include CIMB Clicks Campus Roadshow, Online Entrepreneur Awards 2011, Clicks Market, and the new customer community Clicks Society.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Wirjan, RichieNIM04120070036UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorDwihadiah, Desideria LumonggaNIDNNIDN0302116901UNSPECIFIED
Uncontrolled Keywords: marketing communication strategy ; new wave marketing
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Users 17 not found.
Date Deposited: 04 Oct 2018 07:30
Last Modified: 22 Jul 2020 08:47
URI: http://repository.uph.edu/id/eprint/1165

Actions (login required)

View Item View Item