Strategi Komunikasi Persuasif Customer Service BCA Untuk Meningkatkan Minat Beli Produk Tahapan Berjangka (PT Bank Central Asia Tbk Cabang KCU Rawamangun)

WIBOWO, NABILLAH (2024) Strategi Komunikasi Persuasif Customer Service BCA Untuk Meningkatkan Minat Beli Produk Tahapan Berjangka (PT Bank Central Asia Tbk Cabang KCU Rawamangun). Tugas Akhir (S1) - thesis, UNIVERSITAS BAKRIE.

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Abstract

Customer Service Persuasive Communication Strategy to Increase Customer Purchase Interest in Tahapan Berjangka Products (PT Bank Central Asia Tbk KCU Rawamangun Branch) Nabillah Wibowo ABSTRACT This study discusses the persuasive communication strategy implemented by customer service of PT Bank Central Asia Tbk (BCA) KCU Rawamangun Branch to increase interest in buying term deposit products. The main problem identified is the low level of customer interest in buying this product, even though term deposit products have attractive investment potential. This phenomenon indicates a gap between product offerings and customer responses that needs to be addressed through more effective communication. The purpose of this study is to analyze the persuasive communication strategy used by BCA customer service in promoting term deposit products and to evaluate its impact on customer interest in buying. The research method used is a qualitative approach with in-depth interview techniques and document analysis related to the communication material delivered by customer service. The results of the study indicate that the persuasive communication strategy implemented includes delivering clear and detailed information, a personal approach that emphasizes product benefits, and the use of persuasive techniques that connect the product with the customer's financial needs and goals. These findings indicate that effective persuasive communication can increase customer interest in term deposit products. This study is expected to provide insight for BCA in formulating better communication strategies and contributing to the development of persuasive communication theory in the banking context

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Keywords: persuasive communication, customer service, purchase interest, Tahapan Berjangka product, PT Bank Central Asia Tbk
Subjects:	Finance > Bank and Banking Communication Science Customer Behavior Marketing Communication Science > Marketing Communications Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Nabillah Wibowo
Date Deposited:	09 Sep 2024 12:12
Last Modified:	09 Sep 2024 12:12
URI:	https://repository.bakrie.ac.id/id/eprint/10620

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