Analisis Pengaruhkomunikasi Pemasaran dan Strategi Diferensiasi Terhadap Kinerja Pemasaran Standard Chartered Bank Medan

Abstract

Competition between world banks and especially in Indonesia is getting tighter. As one of the international banks operating in Indonesia, BCA has a strong commitment to continue operating in Indonesia, marketing communications and differentiation strategies have played an important role in maintaining commitment and increasing transactions and the number of clients. This type of research is a survey using a quantitative approach which aims to explain the causal chronology between research variables. The aim of this research is to analyze the influence of marketing communications and differentiation strategies on marketing performance at Standard Chatered Bank, Medan. This research was conducted from November to February 2018 The population was 63 people from Standard Chatered Bank, and all of them were used as samples. Using total sampling techniques, data was collected using questionnaires, interviews and documentation studies to obtain marketing communications at Chatered Bank, Medan Branch. Jeni and data sources collected in the research are as follows. The research results simultaneously show that marketing communications and differentiation strategies have a positive and significant influence on marketing performance partially. The research results show that marketing communications and differentiation strategies have a positive and significant influence on marketing performance. Marketing communication variables are the most dominant factors that influence marketing performance. The conclusion is that marketing communications and differentiation strategies have a positive and significant influence on marketing performance at Bank Medan standards.