LISA, KHARISMATUL LAILI (2024) DAMPAK DIGITALISASI TERHADAP STRATEGI PEMASARAN BRIMO DI ERA MODERN : STUDI KASUS BANK RAKYAT INDONESIA (PERSERO) Tbk. UNIT TANJUNG JEMBER. Diploma thesis, Institut Teknologi Dan Sains Mandala Jember.

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Abstract

ABSTRACT This study aims to find out what factors make people not yet use BRImo, the strategies used in marketing BRImo and the factors that are the key to success in marketing BRImo at BRI Unit Tanjung Jember. This research uses qualitative methods with a case study approach. The data collection method in this study used observation, in-depth interviews, literature studies and documentation. The results of this study show that digitalization has a good impact on the marketing strategy of the BRI Unit Tanjung Jember seen from several factors. First, age, device, time, customer mindset and customer knowledge are factors that cause customers not to use BRImo. The marketing strategy of BRImo at BRI Unit Tanjung Jember is to introduce BRImo to the community, socialization, education, record customers who have not used BRImo, provide policies, practice using BRImo, organize events. The factor that most determines the success in marketing BRImo is the convenience and complete features provided by BRImo itself, another factor is the selection of the right target. Keywords: BRI Mobile, Impact of Digitalization, Marketing Strategy

Item Type:	Thesis (Diploma)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	D3 PERBANKAN-D3
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 06:32
Last Modified:	10 Feb 2025 06:32
URI:	http://repo.itsm.ac.id/id/eprint/1246

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