[
ABSTRAKKredit Usaha Rakyat (KUR) yang disalurkan oleh Bank Rakyat Indonesia
(Bank BRI) merupakan produk kredit canangan pemerintah yang bertujuan untuk
meningkatkan pendapatan nasional melalui pembiayaan kegiatan usaha mikro
kecil dan menengah (UMKM). Penyaluran produk KUR dilakukan oleh beberapa
enam bank pelaksana termasuk Bank BRI. Bersaing dengan bank lain dalam
penyaluran produk KUR merupakan tantangan berat yang dihadapi Bank BRI.
Untuk mencapai tujuan tersebut dibutuhkan strategi-strategi terutama strategi
pemasaran dan bagaimana mengkomunikasikan strategi tersebut dalam bauranbauran
komunikasi. Hal tersebut menjadi subjek yang menarik untuk dikaji dalam
pemaparan yang bersifat deskriptif. Penggambaran secara tepat sifat-sifat suatu
individu, keadaan, gejala, atau kegiatan-kegiatan tertentu merupakan tujuan
penelitian ini. Pemaparan dengan pendekatan kualitatif merupakan pendekatan
tepat yang memiliki karakteristik data yang dinyatakan dalam keadaan sewajarnya
atau sebagaimana adanya (natural setting) tanpa merubahnya ke dalam bentuk
simbol-simbol atau bilangan. Strategi penelitian yang digunakan adalah penelitian
studi kasus. Subjek kajian atau unit analisis yang ditentukan dalam penelitian ini
adalah individual yang menjadi narasumber utama terhadap upaya memasarkan
produk Kredit Usaha Rakyat (KUR) di tengah masyarakat dan ditengah
persaingan dengan bank-bank lain yang menyalurkan produk serupa. Narasumber
utama merupakan individu yang bekerja di Divisi Marketing Communication
Bank BRI.
ABSTRACTKredit Usaha Rakyat (KUR) which is distributed by Bank Rakyat
Indonesia (BRI) is a loan product made by government aimed to increase the
national income through micro-financing small and medium enterprises (SMEs).
KUR product distribution is executed by six national banks including Bank BRI.
Compete with other banks in the distribution of products KUR is a challenge
faced by the Bank BRI. To achieve that goals, Bank BRI needs great strategies
especially marketing strategy and how to communicate those strategies in
marketing communication mix strategy. It became an interesting subject to be
studied in a descriptive presentation. Precise depiction of the properties of an
individual, state, symptoms, or certain activities is the purpose of this study.
Exposure to the qualitative approach is the right approach which has the
characteristics of the data set forth in reasonable condition or as a (natural setting)
without change in the form of symbols or numbers. Strategy of research is a case
study. Study subjects or units of analysis in this study is determined the individual
to be the main resource for product marketing efforts Kredit Usaha Rakyat (KUR)
in the community and in the middle of the competition with other banks that
distribute similar products. The main resource person is an individual who works
in the Division of Marketing Communications Bank BRI.;Kredit Usaha Rakyat (KUR) which is distributed by Bank Rakyat
Indonesia (BRI) is a loan product made by government aimed to increase the
national income through micro-financing small and medium enterprises (SMEs).
KUR product distribution is executed by six national banks including Bank BRI.
Compete with other banks in the distribution of products KUR is a challenge
faced by the Bank BRI. To achieve that goals, Bank BRI needs great strategies
especially marketing strategy and how to communicate those strategies in
marketing communication mix strategy. It became an interesting subject to be
studied in a descriptive presentation. Precise depiction of the properties of an
individual, state, symptoms, or certain activities is the purpose of this study.
Exposure to the qualitative approach is the right approach which has the
characteristics of the data set forth in reasonable condition or as a (natural setting)
without change in the form of symbols or numbers. Strategy of research is a case
study. Study subjects or units of analysis in this study is determined the individual
to be the main resource for product marketing efforts Kredit Usaha Rakyat (KUR)
in the community and in the middle of the competition with other banks that
distribute similar products. The main resource person is an individual who works
in the Division of Marketing Communications Bank BRI., Kredit Usaha Rakyat (KUR) which is distributed by Bank Rakyat
Indonesia (BRI) is a loan product made by government aimed to increase the
national income through micro-financing small and medium enterprises (SMEs).
KUR product distribution is executed by six national banks including Bank BRI.
Compete with other banks in the distribution of products KUR is a challenge
faced by the Bank BRI. To achieve that goals, Bank BRI needs great strategies
especially marketing strategy and how to communicate those strategies in
marketing communication mix strategy. It became an interesting subject to be
studied in a descriptive presentation. Precise depiction of the properties of an
individual, state, symptoms, or certain activities is the purpose of this study.
Exposure to the qualitative approach is the right approach which has the
characteristics of the data set forth in reasonable condition or as a (natural setting)
without change in the form of symbols or numbers. Strategy of research is a case
study. Study subjects or units of analysis in this study is determined the individual
to be the main resource for product marketing efforts Kredit Usaha Rakyat (KUR)
in the community and in the middle of the competition with other banks that
distribute similar products. The main resource person is an individual who works
in the Division of Marketing Communications Bank BRI.]
T35564-R.A. Putri Shakty Aroembinang.pdf :: Unduh