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Implementasi integrated marketing communication pada produk tabungan di BMT Al-Rifa’ie Gondanglegi Malang

Octavia, Bella (2021) Implementasi integrated marketing communication pada produk tabungan di BMT Al-Rifa’ie Gondanglegi Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

Penelitian ini bertujuan untuk mengetahui implementasi integrated marketing communication yang dilakukan di BMT Al-Rifa’ie Gondanglegi Malang dalam memasarkan produk tabungan. Dimana BMT Al-Rifa’ie ini mempunyai peningkatan jumlah nasabah dalam produk tabugan dalam setiap tahunnya.

Penelitian ini menggunakan penelitian kualitatif dengan pendekatan studi kasus, yang menggunakan 2 informan. Data yang dikumpulkan melalui Observasi, wawancara, serta dokumentasi. Tempat yang diambil oleh penelitian ini yaitu di BMT Al-Rifa’ie Gondanglegi Malang.

Hasil Penelitian yang telah dilakukan dapat disimpulkan pada BMT Al Rifa’ie Gondanglegi Malang penerapan strategi penerapan menggunakan Integrated Marketing Communication (IMC) yang digunakan lima instrumen yaitu periklanan, promosi penjualan, hubungan masyarakat, pemasaran langsung, penjualan pribadi.

ENGLISH:

This study aims to determine the implementation of integrated marketing communication carried out at BMT Al-Rifa'ie Gondanglegi Malang in marketing savings products. Where BMT Al-Rifa'ie has an increasing number of customers in savings products every year.

This study uses a qualitative research with a case study approach, which uses 2 informants. Data collected through observation, interviews, and documentation. The place taken by this research is at BMT Al-Rifa'ie Gondanglegi Malang.

The results of the research that has been carried out can be concluded at BMT Al Rifa'ie Gondanglegi Malang the application of an implementation strategy using Integrated Marketing Communication (IMC) which uses five instruments, namely advertising, sales promotion, public relations, direct marketing, personal selling.

ARABIC:

تهدف هذه الدراسة إلى تحديد تنفيذ الاتصالات التسويقية المتكاملة التي تم إجراؤها في BMT Al-Rifa'ie Gondanglegi Malang في تسويق منتجات التوفير. حيث تمتلك BMT Al-Rifa'ie عددًا متزايدًا من العملاء في منتجات التوفير كل عام.

تستخدم هذه الدراسة بحثًا نوعيًا مع نهج دراسة الحالة ، والذي يستخدم مخبرين. البيانات التي تم جمعها من خلال الملاحظة والمقابلات والتوثيق. المكان الذي احتله هذا البحث هو BMT Al-Rifa'ie Gondanglegi Malang.

يمكن أن تختتم نتائج البحث الذي تم إجراؤه في BMT Al Rifa'ie Gondanglegi Malang بتطبيق إستراتيجية التنفيذ باستخدام الاتصالات التسويقية المتكاملة (IMC) التي تستخدم خمسة أدوات ، وهي الإعلان ، ترويج المبيعات ، العلاقات العامة ، التسويق المباشر ، البيع الشخصي.

Item Type: Thesis (Undergraduate)
Supervisor: Rahayu, Yayuk Sri
Contributors:
ContributionNameEmail
UNSPECIFIEDRahayu, Yayuk SriUNSPECIFIED
Keywords: Komunikasi pemasaran; integrated marketing communication; marketing communication; integrated marketing communication
Subjects: 14 ECONOMICS > 1402 Applied Economics > 140204 Economics of Education
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
20 LANGUAGE, COMMUNICATION AND CULTURE > 2001 Communication and Media Studies > 200101 Communication Studies
20 LANGUAGE, COMMUNICATION AND CULTURE > 2001 Communication and Media Studies > 200199 Communication and Media Studies not elsewhere classified
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Departement: Fakultas Ekonomi > Jurusan Perbankan Syariah
Depositing User: Bella Bella Octavia
Date Deposited: 16 Nov 2021 11:44
Last Modified: 16 Nov 2021 11:44
URI: http://etheses.uin-malang.ac.id/id/eprint/31777

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