Tesis Disusun untuk memenuhi persyaratan menyelesaikan Pendidikan Strata 2

Hubungan Terpaan Iklan, Promosi Penjualan dan Public Relations terhadap Penciptaan Brand Equity Treasury Group pada Nasabah PT. Bank Mandiri (Persero) Tbk di Kanwil VII Semarang

Tesis Disusun untuk memenuhi persyaratan menyelesaikan Pendidikan Strata 2 Jurusan Strategi Komunikasi Magister Ilmu Komunikasi Universitas Diponegoro

Penyusun : Nama : Anindya Ratna Wulandari, S.Sos

NIM : D4C008021

MAGISTER ILMU KOMUNIKASI PROGRAM PASCASARJANA UNIVERSITAS DIPONEGORO SEMARANG 2010

DAFTAR ISI

HALAMAN JUDUL ......................................................................................

i

SURAT PERNYATAAN KEASLIAN .........................................................

ii

LEMBAR PENGESAHAN TESIS ...............................................................

iii

LEMBAR PERSETUJUAN TESIS ..............................................................

iv

MOTTO ..........................................................................................................

v

PERSEMBAHAN...........................................................................................

vi

ABSTRAKSI...................................................................................................

vii

ABSTRACT ....................................................................................................

viii

KATA PENGANTAR ....................................................................................

ix

DAFTAR ISI ...................................................................................................

xi

DAFTAR TABEL ..........................................................................................

xv

DAFTAR GAMBAR ...................................................................................... xvii DAFTAR LAMPIRAN .................................................................................. xviii

BAB I.

PENDAHULUAN A.

Latar Belakang .....................................................................

1

B.

Perumusan Masalah..............................................................

12

C.

Tujuan Penelitian..................................................................

13

D.

Manfaat Penelitian................................................................

14

E.

Kerangka Teori .....................................................................

15

F.

Hipotesis ...............................................................................

59

G.

Definisi Konseptual ..............................................................

59

H.

Definisi Operasional .............................................................

61

I.

Metoda Penelitian .................................................................

62

J.

Keterbatasan Penelitian ........................................................

64

BAB II

DESKRIPSI TENTANG TREASURY GROUP PT. BANK MANDIRI

(PERSERO)

TBK

DI

KANWIL

VII

SEMARANG

A. BAB III

BAB IV

Profil Treasury Group .........................................................

75

TEMUAN PENELITIAN A.

Karakteristik Responden ......................................................

96

B.

Pengaruh Terpaan Iklan Di Media Cetak Dan Internet ........

105

A.

Pengaruh Terpaan Promosi Penjualan..................................

127

C.

Pengaruh Terpaan Public Relation .......................................

131

D.

Kategori Data Hasil Penelitian .............................................

161

E.

Hubungan Antar Variabel ....................................................

171

UJI HIPOTESIS DAN PEMBAHASAN A.

UJI HIPOTESIS .................................................................

176

B.

PEMBAHASAN ................................................................

179

BAB V KESIMPULAN DAN SARAN A.

Kesimpulan...........................................................................

184

B.

Saran .....................................................................................

186

DAFTAR PUSTAKA LAMPIRAN

DAFTAR TABEL Tabel 1.

DATA PERBANDINGAN PEROLEHAN VOLUME ..............

8

Tabel 2.

Pendapatan valas 18 bank besar di Indonesia .............................

9

Tabel 3.

Data Pencapaian Market Share Treasury Group Wilayah Kanwil VII ..................................................................................

10

Tabel 3.1.

Prosentase Responden Berdasarkan Segmentasi Nasabah .........

97

Tabel 3.2.

Hasil Uji Validitas Variabel Penelitian .......................................

99

Tabel 3.3.

Perkembangan Pembaca Media Cetak ........................................

103

Tabel 3.4.

Rekapitulasi Uji Reliabilitas .......................................................

104

Tabel 3.5.

Prosentase Responden Berdasarkan Pengetahuan terhadap Iklan di media cetak ....................................................................

Tabel 3.6.

106

Prosentase Responden Berdasarkan Pemahaman terhadap Isi Iklan di media cetak ....................................................................

107

Tabel 3.7. Prosentase Responden Berdasarkan pengaruh iklan Treasury Group PT. Bank Mandiri (Persero) Tbk di media Cetak terhadap minat bertransaksi valas ............................................... Tabel 3.8.

Prosentase

Responden

Berdasarkan

Penilaian

terhadap

Kemenarikan Materi Iklan di Media Cetak ................................ Tabel 3.9.

108

109

Prosentase Responden Berdasarkan Penilaian Isi Iklan di Media Cetak ................................................................................

111

Tabel 3.10. Prosentase Responden Berdasarkan Penilaian Tampilan Iklan di Media Cetak ............................................................................ Tabel 3.11. Prosentase

Responden

Berdasarkan

Penilaian

112

terhadap

realisasi Iklan Treasury Group pada Transaksi sehari-hari ........

113

Tabel 3.12. Prosentase Responden Berdasarkan Pengetahuan terhadap Keberadaan Iklan di Internet.......................................................

114

Tabel 3.13. Prosentase Responden Berdasarkan Pemahaman terhadap Isi Iklan di media cetak ....................................................................

116

Tabel 3.17. Prosentase Responden Berdasarkan Ketertarikan terhadap Materi Iklan di Internet ...............................................................

117

Tabel 3.18. Prosentase Responden Berdasarkan pengaruh iklan Treasury Group PT.Bank Mandiri (Persero) Tbk di media Cetak terhadap minat bertransaksi valas ...............................................

118

Tabel 3.19. Prosentase Responden Berdasarkan Penilaian terhadap Isi Iklan di Internet ........................................................................... Tabel 3.20. Prosentase

Responden

Berdasarkan

Penilaian

119

terhadap

Tampilan Iklan di Internet ..........................................................

120

Tabel 3.21. Prosentase Responden Berdasarkan Penilaian terhadap Akses Iklan di Internet ...........................................................................

122

Tabel 3.22. Program Promosi Penjualan Treasury Group PT. Bank Mandiri (Persero) Tbk di Kanwil VII .......................................................

123

Tabel 3.23. Penilaian tentang Kesesuaian Program Promosi Penjualan dengan Kebutuhan Responden....................................................

125

Tabel 3.24. Penilaian tentang Program Promosi Special Rate.......................

126

Tabel 3.25. Program Promosi Pembuatan Treasury Line .............................

127

Tabel 3.26. Pengaruh promosi penjualan surat-surat berharga .....................

128

Tabel 3.27. Promosi

Penjualan

Sample

Compare

Deal

terhadap

Peningkatan Transaksi Valas ......................................................

129

Tabel 3.28. Seluruh Program Promosi Penjualan Treasury Group ................

131

Tabel 3.29. Acara Gathering Treasury Group di Kanwil VII ........................

132

Tabel 3.30. Keaktifan

Nasabah

dalam

Mengikuti

Acara Gathering

Treasury Group di Kanwil VII....................................................

133

Tabel 3.31. Penilaian nasabah terhadap Acara Olah Raga (Golf) ................

135

Tabel 3.32. Tingkat Keaktifan Nasabah dalam Mengikuti Event Olahraga Bersama (Golf) Treasury Group di Kanwil VII..........................

137

Tabel 3.33. Feedback berupa Manfaat Positif bagi Nasabah melalui Gathering dan Event Treasury Group di Kanwil VII .................

138

Tabel 3.34. Hubungan kegiatan Gathering Treasury Group terhadap minat bertransaksi valas .......................................................................

140

Tabel 3.35. Kepuasan Responden terhadap Seluruh Program Public Relations Treasury Group ...........................................................

141

Tabel 3.36. Kepuasan Responden terhadap Kualitas Pelayanan yang diberikan oleh Treasury Group ...................................................

142

Tabel 3.37. Tingkat Kepuasan Responden terhadap Kualitas ProdukProduk Treasury Group....................................................... .......

143

Tabel 3.38. Tingkat Kepercayaan Responden terhadap Brand Treasury Group Bank Mandiri ...................................................................

144

Tabel 3.39. Membedakan Ciri Khas Layanan Treasury Group PT. Bank Mandiri (Persero) Dibandingkan Kompetitor .............................

145

Tabel 3.40. Perhatian Responden dalam Membedakan Ciri Khas Produk Treasury Group PT. Bank Mandiri (Persero) Dibandingkan Kompetitor ..................................................................................

146

Tabel 3.41. Kepercayaan Responden terhadap Kualitas Pelayanan Treasury Group Bank Mandiri ...................................................................

147

Tabel 3.42. Kepercayaan Responden terhadap Kualitas Produk Treasury Group Bank Mandiri ...................................................................

148

Tabel 3.43. Daya Ingat Responden dalam Mengutamakan Treasury Group PT. Bank Mandiri (Persero) Tbk dalam Bertransaksi Valas ......

149

Tabel 3.44. Kepuasan Responden terhadap pelayanan Treasury Group PT. Bank Mandiri (Persero) Tbk .......................................................

150

Tabel 3.45. Kepuasan Responden terhadap Produk Treasury Group PT. Bank Mandiri (Persero) Tbk .......................................................

151