Strategi promosi BTN dalam menarik dan memelihara nasabah

Febiani, Brenda (2014) Strategi promosi BTN dalam menarik dan memelihara nasabah. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Program-program promosi yang dilakukan BTN hanya berjangka pendek saja, Program-program promosi tersebut ditawarkan untuk dapat membuat nasabah menjadi nasabah yang potensial dan terpelihara oleh BTN. Dalam penelitian ini, peneliti hendak meneliti penerapan dan evaluasi dari tiga program Sales Promotion BTN (Super Untung, Hadiah Langsung, dan Bunga Berbunga). Penelitian ini menggunakan pendekatan penelitian kualitatif dengan metode penelitian case study. Pengumpulan data penelitian dilakukan dengan data primer (wawancara mendalam dan observasi) dan sekunder (studi kepustakaan dan dokumentasi). Hasil dari penelitian ini menyatakan bahwa setiap nasabah yang mengikuti program-program ini melakukan perpanjangan dan penambahan pada tabungan mereka dan diharapkan BTN dapat lebih gencar dalam mempromosikan program promosinya agar dapat membuat masyarakat mengetahui program promosi yang diadakan BTN./ BTN’s promotion program is a short term program. That promotion program offered in order to make a potential customer whom maintained by BTN. In this research, researchers want to examine the implementation of three BTN’s sales promotion programs (Super Untung, Hadiah Langsung, and Bunga Berbunga). This research will apply qualitative approach with case-study method. Information and all of collective data will derived from Premier approach interview and observation and secondary approach academic and Documentation. The result of this research states that every customers participating this programs extend and replenish their savings. And BTN is expected to be more aggressive in promoting their program in order to let the society aware of the BTN’s promotion program.

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