Detail Pengaruh Experiential Marketing dan Psychological Branding terhadap Loyalitas Nasabah Tahapan BCA (Suatu Studi Kasus pada PT BCA, Tbk di Kantor Cabang Gudang Peluru, Wisma GKBI Sudirman dan Wisma 46) Bibliografi Author: SIRAIT, CHARLES BONAR M T ; Simanjuntak, James (Advisor) Topik: Experiential Marketing; Psychological Branding; Loyalitas Merek; Strategi Marketing Bahasa: (ID )     Penerbit: Program Studi Magister Manajemen Sekolah Pascasarjana Universitas Katolik Indonesia Atma Jaya     Tempat Terbit: Jakarta    Tahun Terbit: 2009     Jenis: Theses - Master Thesis Fulltext: Charles Bonar's Master Theses.pdf (5.55MB; 114 download) Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: MM-547 Non-tandon: tidak ada Tandon: 1  Lihat Detail Induk Abstract Competition in the middle of market of banking has enter the new era. These days segment consumer banking segments become important progressively in portfolio of bank in Indonesia. This matter can be seen from growth of Indonesian Banking Market Leader that is PT. Bank Central Asia,Tbk and PT Bank Mandiri, Tbk With asset each above Rp. 100 trillion the two lead banks struggling of market size of banking which in the year just 2006 reach value of Rp. 642,27 trillion ( SWA Magazine, March 2006). It already become public information that BCA as one of giant reach for its attainment confirmedly its positioned as bank of transaction and become leader especially in the consumer banking segment . While Bank Mandiri since year 2005 cymbal to more serious to expand their consumer banking segment after previously owned very strong portofolio in corporation's segment. With the condition, becoming to draw to be careful in the strategy of marketing as market leader especially BCA, so that remain to be which "Lead" in reaching for compartment of national banking. This matter become important to progressively remember that "business change" which is often happened either in the "financial business" market and also industrial, local scope, regional and also international area of market and also industrial, local storey, regional and also international area like the falling of the stock market in local and regional resulting economics to the potency of crisis or recession which is also influenced by the stability of banking sector. In the studies of BCA's strategic marketing as the market leader, at least there are some prerequisites which must be analyzed exhaustively, that are how the company comprehend the market by looking into the "real market" and and also able to conduct the internal capacities adaptation process with target market, also how the company would be able to conduct carefully the process of change of the marketing component, in order to applying the strategy especially the marketing ability to correspond the change that happened. Through the understanding of this research also conduct an approach depicting effort analyse consumer by using psychological models in analysing consumer behavior so that the consumer obtain the psychological experience untill touching their mind. David Aaker in his book called "Building Strong Brands" assuring brand function owning emotional glamor - that is a condition where a brand able to draw consumer's attention through psychological side in this case; emotion. PT. BCA, Tbk as one of the biggest private bank in Indonesia have applied Experiential Marketing and Psychological Branding in the banking activities. To Identify this research, firstly is wishing to see whether applying Experiential Marketing and Psychological Branding represent factors form consumers loyalty to BCA brand. The Research Method that we used is the descriptive research method Analyze, with free variable are : Experiential Marketing and Psychological Branding and also variable trussed Consumers Loyalty to BCA Brand. Data collecting Primary conducted by propagating the questioners to respondent that becoming client PT.BCA, Tbk by systematic sampling way. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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