Peran Marketing support dalam Meningkatkan Citra Bank Panin

Abstract

The role carried out by Bank Panin's marketing support has improved Bank Panin's company image itself through events and promotional activities carried out as well as offering and selling products to customers and the wider community so that the image remains positive. Through events and promotional activities such as the Panin Super Bonanza and the Rumah Idaman KPR Expo in collaboration with many vendors, partners, developers, dealers, etc, Panin Bank successfully held events aimed at these promotions by improving their company's image in the eyes of customers and the wider community. In researching this marketing support role, the author links it to the theory of Integrated Marketing Communication - IMC. This research focuses on finding out how marketing support role improve Bank Panin's company image. This research uses a qualitative approach with case study methods and discourse analysis and collects and obtains data through in-depth interviews, observation and documentation. The results of this research show that the role carried out by the Bank Panin marketing support team and other Marketing teams have succeeded in creating and improving a positive Bank Panin company image through events, promotions, offering and selling products, in the eyes of customers and the wider community.

Peran yang dilakukan oleh marketing support Bank Panin telah meningkatkan citra perusahaan Bank Panin sendiri melalui kegiatan acara dan promosi yang dilakukan serta menawarkan dan menjual produk kepada nasabah dan masyarakat luas agar citra tersebut tetap terlihat positif. Melalui kegiatan acara dan promosi seperti Panin Super Bonanza dan Expo KPR Rumah Idaman yang bekerja sama dengan banyak vendor, mitra, developer, dealer, dan lain-lain, Bank Panin sukses menyelenggarakan acara yang bertujuan untuk promosi tersebut dengan meningkatkan citra perusahaan mereka di mata nasabah dan masyarakat luas. Dalam meneliti peran marketing support ini, penulis mengaitkannya dengan teori Komunikasi Pemasaran Terpadu – IMC (Integrated Marketing Communication). Penelitian ini berfokus untuk mengetahui bagaimana peran dari marketing support dalam meningkatkan citra perusahaan Bank Panin. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus dan mengumpulkan serta memperoleh data melalui wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian ini menunjukkan bahwa peran yang dilakukan oleh tim marketing support Bank Panin maupun tim Marketing lainnya mampu membangun dan meningkatkan citra perusahaan Bank Panin yang positif melalui acara, promosi, menawarkan dan menjual produk, dan lain-lain di mata nasabah dan masyarakat luas.