Integrated Marketing Communication Strategy for Getting Banking Achievements Post the Crisis Issue

Mualima  Nuralam; Ign. Agung  Satyawan; Ismi Dwi  Astuti

doi:10.55927/fjst.v2i7.5179

Authors

Mualima Nuralam Postgraduate Program of Communication Studies, FISIP, Sebelas Maret University
Ign. Agung Satyawan Postgraduate Program of Communication Studies, FISIP, Sebelas Maret University
Ismi Dwi Astuti Postgraduate Program of Communication Studies, FISIP, Sebelas Maret University

DOI:

https://doi.org/10.55927/fjst.v2i7.5179

Keywords:

Communication, Banking, IMC , Marketing

Abstract

In 2020, there were rumors that hit Bank Bukopin, one of which was a crisis rumor. An integrated marketing communication strategy carried out by pensioner credit marketing to get new debtors after the crisis issue. Retirement credit marketing performs various marketing communication mixes, including ; Advertising, Sales Promotion, Events And Experiences, Public Relations And Publicity, Direct Marketing, Interactive Marketing and Personal Selling in this case the author uses a qualitative methodology. Integrated Marketing Communication strategy can generate many benefits both in terms of managing relationships and customer attitudes in the form of loyalty even if a company is affected by a crisis.

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