Pengaruh Promosi Pada Overall Brand Equity BPR Jatim: Strategi Media Marketing Sebagai Moderator

Resha, Putri (2025) Pengaruh Promosi Pada Overall Brand Equity BPR Jatim: Strategi Media Marketing Sebagai Moderator. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan teknologi khususnya internet, telah membawa peluang besar bagi Bank Perkreditan Rakyat (BPR) di Indonesia untuk meningkatkan layanan dan daya saing melalui pemasaran digital. Namun, banyak masyarakat belum mengenal BPR dengan baik, yang menyebabkan beberapa BPR kesulitan bersaing dan mengalami kebangkrutan. Kurangnya brand awareness dan brand association yang kuat menjadi tantangan utama bagi BPR dalam menarik dan mempertahankan nasabah. Penelitian ini mengkaji strategi pemasaran yang efektif untuk meningkatkan ekuitas merek secara keseluruhan (Overall Brand Equity) BPR, sehingga dapat memperkuat posisi mereka di pasar dan mendukung keberlanjutan operasionalnya. Penelitian ini menggunakan jenis penelitian konklusif-deskriptif - multiple cross-sectional dengan pendekatan kuantitatif. Untuk mencapai tujuan penelitian, maka teknik pengolahan dan analisis data pada penelitian ini menggunakan analisis deskriptif dan Partial Least Square-Structural Equation Modelling (PLS-SEM) dengan 214 sampel. Hasil menunjukkan bahwa Promotion berpengaruh signifikan terhadap Brand Awareness dan Brand Association. Selanjutnya Strategy Media berpengaruh dengan Brand Awareness, Brand Association, dan Perceived Quality, Lalu Brand Awareness, Brand Association, Perceived Quality berpengaruh signifikan terhadap Overall Brand Equity. Akan tetapi, Promotion berhubungan tidak signifikan terhadap Perceived Quality. Implikasi manajerial bagi BPR Jatim adalah pentingnya mengalihkan fokus promosi ke strategi pemasaran berbasis media digital, seperti pemanfaatan media sosial (Instagram dan Tiktok), pendekatan key opinion leader (KOL) lokal, dan segmentasi audiens berbasis data nasabah untuk memperkuat Brand Awareness, Brand Association, dan Perceived Quality secara terpadu guna meningkatkan Overall Brand Equity.
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The development of technology, especially the internet, has brought great opportunities for Bank Perkreditan Rakyat (BPR) in Indonesia to improve services and competitiveness through digital marketing. However, many people do not know BPR well, causing several BPRs to have difficulty competing and go bankrupt. Lack of brand awareness and strong brand associations are the main challenges for BPRs in attracting and retaining customers. This study examine effective marketing strategies to increase BPR's Overall Brand Equity, so that they can strengthen their position in the market and support their operational extinction. This study uses a conclusivedescriptive research type - multiple cross-sectional with a quantitative approach. To achieve the research objectives, the data processing and analysis techniques in this study use descriptive analysis and Partial Least Square-Structural Equation Modelling (PLS-SEM) with 214 samples. The results show that Promotion has a significant effect on Brand Awareness and Brand Association. Furthermore, Strategy Media has an effect on Brand Awareness, Brand Association, and Perceived Quality. Then, Brand Awareness, Brand Association, Perceived Quality have a significant effect on Overall Brand Equity. However, Promotion has no significant relationship to Perceived Quality. The managerial implication for BPR Jatim is the importance of shifting the focus of Promotion to digital media based marketing strategies, such as the use of social media (Instagram & Tiktok), Key Opinion Leader (KOL) local approaches, and customer data based audience segmentation to strengthen Brand Awareness, Brand Association, and Perceived Quality in an integrated manner to increase Overall Brand Equity.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Bank Perkreditan Rakyat (BPR), Strategy Media, Promotion, Overall Brand Equity, Partial Least Square-Structural Equation Modelling (PLS-SEM) Bank Perkreditan Rakyat (BPR), Overall Brand Equity, Partial Least Square-Structural Equation Modelling (PLS-SEM), Promotion, Strategy Media
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5549.5.P7 Promotions. H Social Sciences > HF Commerce > HF5843 Outdoor advertising. Billboards. Posters
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Putri Resha
Date Deposited:	23 Jul 2025 01:48
Last Modified:	23 Jul 2025 01:48
URI:	http://repository.its.ac.id/id/eprint/120695

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