Fakultas Ilmu Komunikasi - Ilmu Komunikasi, SIMULACRUM Vol. 1 No. 1, Januari 2014 (Views: 1781)

ANALISIS STRATEGI MARKETING PUBLIC RELATIONS DALAM MENGEMBANGKAN PRODUK PERBANKAN PENDANAAN (STUDI KASUS : CIMB NIAGA SYARIAH CABANG BOGOR )

Putri Ajeng Oktaviani

ABSTRAK

CIMB Niaga Syariah have a strategy to develop it’s funding of banking products. This Research was conducted to analyze the marketing strategy of public relations in developing banking products of CIMB Niaga Syariah funding at Bogor Branch. The research approach is qualitative, while the research design is descriptive, it meant the research describes the condition, for summarizes the various conditions, situations or different variables, in-depth interview, literature studies, company profile and documentation. The Strategy has been done by the marketing public relation of CIMB Niaga Syariah at Bogor branch in developing fundingbanking products with some strategic steps that is push strategy, pull strategy, and pass strategy . Results of the analysis push strategy, is advertising and consumer oriented sales promotion. Results of the analysis pull strategy, is public relations whose activities doing event and publications, personal selling, direct marketing, and sales promotion. Results of the analysis pass strategy, is public relations, whose activities doing sponsorship and social activities .

Kata kunci: Marketing Public Relations Strategy

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