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All Journal JURNAL PUSTAKA KOMUNIKASI EMBISS: Jurnal Ekonomi, Manajemen, Bisnis, Sosial Journal of Information Systems Management and Digital Business
Wulandari, Siti Hardiati
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Analisis Komunikasi Kreatif Bank Mandiri Melalui Pemanfaatan Media Sosial Youtube Pada Iklan “Jadi Lebih Baik” Hana, Aulia Fadhilah; Desrizal; Dewi, Arie; Wulandari, Siti Hardiati
JURNAL EKONOMI, MANAJEMEN, BISNIS, DAN SOSIAL (EMBISS) Vol. 4 No. 4 (2024): Agustus 2024
Publisher : CV ODIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59889/embiss.v4i4.336

Abstract

Advertising is an important aspect in the business world to attract attention and reach the target audience. The important thing to do in the process of creating a successful advertisement is to do creative communication. This research aims to explore the utilization of creative communication in the advertising process by Bank Mandiri. Through a qualitative descriptive study, this research analyzes the creative communication strategies used in Bank Mandiri's “Jadi Lebih Baik" promotional advertisement on YouTube, and evaluates its effectiveness in attracting audience attention in March 2024. The process of making the "Jadi Lebih Baik" advertisement took one month with brainstorming the entire team. With creative communication in place, the “Jadi Lebih Baik" ad generated many positive responses from a wide audience. The ad received 17 million views on Bank Mandiri's YouTube account
PERAN COPYWRITING PADA IKLAN “JADI LEBIH BAIK” BANK MANDIRI DI MEDIA SOSIAL INSTAGRAM DALAM MENINGKATKAN JUMLAH NASABAH Hana, Aulia Fadhilah; Desrizal, Desrizal; Arie Dewi; Wulandari, Siti Hardiati; Endah Fantini
Journal of Information Systems Management and Digital Business Vol. 1 No. 4 (2024): Juli
Publisher : Yayasan Nuraini Ibrahim Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59407/jismdb.v1i4.918

Abstract

Iklan merupakan aspek penting dalam dunia bisnis untuk menarik perhatian dan menjangkau target audiens. Salah satu pendekatan yang semakin populer adalah penggunaan narasi atau copywriting dalam konten iklan promosi. Penelitian ini bertujuan untuk mengeksplorasi pemanfaatan peran copywriting sebagai media promosi oleh Bank Mandiri, salah satu bank terkemuka di Indonesia dalam meningkatkan jumlah nasabah. Melalui studi deskriptif kualitatif, penelitian ini menganalisis strategi copywriting yang digunakan dalam iklan promosi “Jadi Lebih Baik” Bank Mandiri di media sosial Instagram, serta mengevaluasi efektivitasnya dalam menarik perhatian audiens dan meningkatkan jumlah nasabah pada bulan Ramadan.
Customer Relationship Management Communication Strategy to Increase Customers via Livin’ by Mandiri Wulandari, Siti Hardiati; Ambulani, Nur; Astuti, Marhanani Tri
Jurnal Pustaka Komunikasi Vol 8, No 2 (2025): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v8i2.5389

Abstract

Banking competition with digital transformation has encouraged innovation in similar applications launched by banks, such as Livin' by Mandiri, BCA Mobile, BRImo, and others, which also offer superior features. This research aims to analyze the digital communication strategy implemented by PT. Bank Mandiri (Persero) Tbk through Livin' by Mandiri application increases the number of customers in Region IV Jakarta Kebon Sirih Area. This research uses a qualitative descriptive approach with data collection techniques through in-depth interviews, observation, documentation and analysis using Customer Relationship Management (CRM) theory. This research concludes that 1) Livin' by Mandiri's communication strategy is carried out with digital literacy through community-based educational campaigns, video tutorials and outreach programs. 2) Challenges in Livin' by Mandiri digital communication campaign include limitations on incompatible devices, transaction failures due to slow or disconnected connections, educational background, age and demographic barriers in understanding digital features, as well as concerns about data security and habits that are difficult to change. 3) Bank Mandiri's successful actions to overcome challenges in increasing Livin' by Mandiri application customers include promotions and education to the public and institutions, which have had a positive impact on increasing application users by up to 76% and increasing customer loyalty.
Co-Authors Ambulani, Nur Arie Dewi Astuti, Marhanani Tri Desrizal Desrizal, Desrizal Dewi, Arie Endah Fantini Hana, Aulia Fadhilah