STRATEGI KOMUNIKASI PEMASARAN BANK MESTIKA DHARMA CABANG PEKANBARU DALAM MENARIK MINAT CALON NASABAH

Abstract

Marketing communication strategies to convey a message to the public primarily target consumers about the existence of services or products offered. As a private bank that is in Pekanbaru, Bank Mestika Dharma Branch Pekanbaru needs to communicate or inform its products and services to the community so that people can recognize and be motivated to use the savings from the Bank Mestika Dharma Branch Pekanbaru. Based on this, the identification of the issues examined in this study is how the implementation of marketing communications strategy and what are the constraints faced by Banks Mestika Dharma Branch Pekanbaru in attracting prospective customers. This study uses a qualitative descriptive writing method and data collection techniques that can be sorted by reality in the field through observation , interviews and documentation. Informan of this study is amounted to 15 people were taken by purposive sampling method. Author uses interactive data analysis model to describe result of research in data analysis and for checking the validity of data author uses participatory extension techniques and triangulation. The results showed that the marketing communication activities that have been carried out by the bank branch mestika dharma pekanbaru less than the maximum. Seen in the promotional activities, especially in advertising, Bank Mestika Dharma Branch Pekanbaru less optimize the utilization of potential media campaign to support the marketing communications activities. For example, using the services of media both print and electronic media locally, billboard mounted on a place that many people should be passed so that people can see and know the savings Bank Mestika Dharma Branch Pekanbaru. The use of media as a means of socialization services in marketing communications including product plays an important role, because it is mass media. The more use of media, the greater the potential product known to the public so that customers increasingly open additional opportunities.