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
