ANALISIS BERBASIS DIFUSI INOVASI PADA STRATEGI MARKETING COMMUNICATION DI PT BANK SYARIAH INDONESIA TBK

BUNGA RAISA RAMADHANI, . (2024) ANALISIS BERBASIS DIFUSI INOVASI PADA STRATEGI MARKETING COMMUNICATION DI PT BANK SYARIAH INDONESIA TBK. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Bank merupakan sarana keuangan yang sudah banyak digunakan dalam kehidupan masyarakat dan sangat beragam jenisnya. Saat ini di Indonesia selain bank konvensional ada juga bank syariah, perbedaan utama antara kedua jenis bank ini adalah dalam hal penentuan harga jual maupun harga beli. PT Bank Syariah Indonesia adalah bank syariah terbesar di Indonesia. Tujuan pada penelitian ini ingin mengetahui bagaimana difusi inovasi yang terjadi pada perubahan strategi marketing communication di PT Bank Syariah Indonesia Tbk. Penelitian ini menggunakan teori difusi inovasi yang dikemukakan oleh Everett M. Rogers. Penelitian kualitatif ini menggunakan metode fenomenologi dengan paradigma post-positivisme (realitas nyata). Teknik pengumpulan data diperoleh dari hasil wawancara, observasi dan dokumentasi. Hasil dari penelitian ini terdapat unsur difusi inovasi dalam strategi marketing communication Bank Syariah Indonesia, di mana tim marketing communication Bank Syariah Indonesia (BSI) melalui semua elemen proses difusi inovasi yaitu inovasi, jangka waktu, saluran komunikasi dan system sosial. ***** Banks are a financial tool that is widely used in people's lives and has many different types. Currently in Indonesia, apart from conventional banks, there are also sharia banks. The main difference between these two types of banks is in determining the selling price and buying price. PT Bank Syariah Indonesia is the largest sharia bank in Indonesia. The aim of this research is to find out how the diffusion of innovation occurs in changes in marketing communication strategies at PT Bank Syariah Indonesia Tbk. This research uses the diffusion of innovation theory proposed by Everett M. Rogers. This qualitative research uses a phenomenological method with a post-positivism (real reality) paradigm. Data collection techniques were obtained from interviews, observation and documentation. The results of this research are elements of innovation diffusion in Bank Syariah Indonesia's marketing communication strategy, where the Bank Syariah Indonesia (BSI) marketing communication team goes through all elements of the innovation diffusion process, namely innovation, time period, communication channels and social systems.

Item Type:	Thesis (Diploma)
Additional Information:	1). Dr. Eko Nugroho, M.Si.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Users 24146 not found.
Date Deposited:	01 Aug 2024 00:45
Last Modified:	01 Aug 2024 00:45
URI:	http://repository.unj.ac.id/id/eprint/47495

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