A STUDY OF MARKETING COMMUNICATION ROLE BASED ON CUSTOMER’S PERSPECTIVE TOWARDS PT BANK SULUTGO’S SAVING PRODUCTS

Abstract

Marketing Communication is an important element of every organization in order to established their goals. Every company or organization need to consider about how to use and how to take benefit of Marketing Communication. Especially Bank as a financial institution, Marketing Communication has an important role in order to lead them to become a successful Bank and to get more awareness and retention from customers. The research objectives are 1) to explain about what are the elements of Marketing Communication from PT Bank SulutGo and 2) to explain what is the most influencial element based on customer’s perspective that lead them to purchase Bank SulutGo’s saving products. The author uses descriptive type and using qualitative methods. Theories supporting this research are Marketing Communication mix, and Integrated Marketing Communication. The Informant of this research are the customers who have any type of saving book product from PT Bank SulutGo, and the total respondent is ten informants. The result of this study founds that Marketing Communication elements which are Advertising, Personal Selling, Sales Promotion, and Public Relation has role and influence towards the purchasing decision of Bank SulutGo’s customer. Personal Selling is the most influencial element that caused customer to purchase Bank SulutGo’s saving product. The management of Bank SulutGo should to improve the quality of Personal Selling in order to get more customers for Bank SulutGo’s progress.

 

Keywords: marketing communication, bank, integrated marketing communication