IMPLEMENTASI KOMUNIKASI PEMASAAN PADA JASA PEMBIAYAAN

Abstract

This research aimed to identify the implementation of marketing communication in mortgage service at PT. Bank Tabungan Negara (Persero), Tbk Jember Branch. The research used descriptive research type with qualitative paradigm. Informants in this study were four employees of PT. Bank Tabungan Negara (Persero), Tbk Jember Branch and three debtors who were willing to be informants. The analysis tool used was domain and taxonomy analyses. The results showed that PT. Bank Tabungan Negara (Persero), Tbk Jember Branch implemented marketing communication in mortgage service through advertising, sales promotion, public relations, personal selling, and direct marketing. Advertising media used were newspaper, radio, brochure, billboard, and banner. Sales promotion managed consisted of marketing fee provision for developers and treasurers, promotional interest rate provision, one-million-house program, one day approval program, exemption of administrative costs, and cutting off the provisional cost. Some of the public relation activities made were doing a morning exercise in the housing and communal work, holding fun bike, carrying BTN Green Community program for developers and engaging cooperation with agencies. Personal sales activities were conducted by the marketing officers and consumer loan service as well as conducting exhibitions and direct marketing was carried out through a website portal of BTN property.