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All Journal Action Research Literate (ARL) Komunikologi: Jurnal Ilmiah Ilmu Komunikasi
Amelia, Eliza
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Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

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STUDI EKSPERIMEN: PENGARUH MARKETING PR TERHADAP MINAT BELI PRODUK PERBANKAN Pane, Ivanina Zuhdi; Ardiyanti, Handrini; Amelia, Eliza
KOMUNIKOLOGI: Jurnal Ilmiah Ilmu Komunikasi Vol 21, No 02 (2024): Komunikologi
Publisher : Lembaga Penerbitan Universitas Esa Unggul

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47007/jkomu.v21i02.840

Abstract

The goal of this research is to investigate the impact of marketing public relations on purchase interest for Bank Perkreditan Rakyat products. This research was carried out using an experimental design that consisted of a pre-test and post-test system. Pre-testing is done to increase purchase interest before marketing PR intervention, and the intervention is done by providing customers with information through marketing PR. A post-test is performed to determine whether or not the purchase interest has changed following the intervention. The results of this study, based on the t-test hypothesis, show that there is a significant relationship between product purchase and marketing PR (sig. = 0.013; t = 2,649). As a result, public relations marketing has a significant impact on purchasing behavior. This research expands our understanding of marketing public relations. Furthermore, based on the results of the marketing PR theory analysis, this study concludes that understanding and applying marketing PR theory ideas can be a valuable tool for developing more efficient and effective marketing strategies, particularly in terms of increasing customer purchase interest.Keywords: marketing PR, Experimental Study, purchase interest
Marketing Communication Approach in Indonesian Banking Industry: Research Study on Indonesia's Largest Private Bank Amelia, Eliza; Fedora, Anita; Aras, Muhamad
Action Research Literate Vol. 8 No. 4 (2024): Action Research Literate
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/arl.v8i4.411

Abstract

Integrated Marketing Communication is one strategy that can be used to create, maintain and improve the positive image and reputation of the company included banking industry. This research will find the marketing communication approach used by PT XYZ as the biggest private bank in Indonesia. This research refers to the concept of five aspects of Integrated Marketing Communication (IMC). The research method used is the qualitative research method with a case study research design accompanied by series of observations and interviews. The results showed and concluded that the marketing communication approach in the banking industry implements five aspects of IMC, which is advertising, sales promotion, public relations, events & experiences, and direct marketing. The approach of private bank XYZ is aimed at creating long-term relationships, and enhancing reputation.
Co-Authors Aras, Muhamad Ardiyanti, Handrini Fedora, Anita Pane, Ivanina Zuhdi