| dc.description.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. | en_US |
