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All Journal Current Biochemistry Annual Research Seminar PHARMACY: Jurnal Farmasi Indonesia (Pharmaceutical Journal of Indonesia) Maternal Child Health Care Journal Lumbung Farmasi : Jurnal Ilmu Kefarmasian Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Triton Jurnal Ilmiah Ibnu Sina (JIIS): Ilmu Farmasi dan Kesehatan Cakrawala: Jurnal Pengabdian Masyarakat Global Jurnal Ilmiah Manuntung: Sains Farmasi dan Kesehatan
Husnawati Husnawati
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Materials Science & Nanotechnology Medicine & Pharmacology Nursing Public Health Social Sciences Veterinary Other

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BNI Marketing Strategy for Credit Cards in Dealing Global Competition in State Bank Indonesia (Persero) Tbk Banda Aceh Branch Office Erry Dianto; Saibul Anwar; Husnawati Husnawati; Zurnalis Zurnalis
Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 3, No 2 (2020): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v3i2.953

Abstract

This study aims to analyze the marketing strategy of BNI Credit Cards in the face of global competition at PT. Bank Negara Indonesia (Persero) Tbk Banda Aceh Branch Office. This study uses a qualitative approach with a descriptive type where the type of data used is secondary data sourced from various reports and documentation from PT. Bank Negara Indonesia (Persero) Tbk Banda Aceh Branch Office. The results of this study indicate that in marketing BNI Banda Aceh Branch credit cards a strategy that can be used is a marketing strategy that differentiates the market (Differentiated marketing), which is to determine the target market segmentation in accordance with the target types of credit card products that are in accordance with the segmentation. The Banda Aceh BNI branch also uses a concentrated marketing strategy such as the marketing of BNI-Unsyiah affinity Credit Cards which is focused on alumni of Syiah Kuala University throughout Indonesia. Besides that, another strategy used by the Banda Aceh BNI branch in marketing BNI Credit Cards is by issuing pre aproval credit cards, where certain customers in accordance with applicable regulations are directly proposed to issue credit cards on behalf of these customers, if the customer agrees for card issuance, the card can be activated immediately. Furthermore, BNI provides the convenience of non-cash transactions through the YAP (Your All Payment) application as a payment tool for (cashless) and without showing the debit card or credit card (Cardless) through a smartphone. This YAP application is an advantage owned by BNI and the first in Indonesia.
Co-Authors Annisa Annisa Anugrah Humairah Aulia Ayu Rispriandari Citra Indah Pratiwi Dea Yohana Manik Desmalia Desmalia Ditta Heriani Erry Dianto Fina Aryani, Fina Fitrianingsih Fitrianingsih Holyness Nurdin Singadimedja Idawati Idawati Lenggana Faiza Nugraha Meiriza Djohari, Meiriza Mifta Zur Rahma mira febrina Muhammad Bayu Arya Dita Muhammad Ferryl Irawan Muhammad Ilham Al Mubarok Nia Adelia Nofriyanti Nofriyanti Noveri Rahmawati Nurhasna Ayunda Sfitri Purwanto, Ukhradiya Magharaniq Safira Rayhan Kurnia Richa Afrianti Rossi Passarella Saibul Anwar Septi Muharni Septi Muharni Surryanto Suryanto Tania Tiara Efendi utia Liasari Zuraida Zuraida Zurnalis Zurnalis