YUNNI NOFIA (2017) PERENCANAAN KOMUNIKASI PEMASARAN PT. BANK BNI SYARIAH CABANG PEKANBARU DALAM MENINGKATKAN BRAND AWARENESS. Skripsi thesis, Universitas Islam Negeri Sultan Syarif Kasim Riau.

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Abstract

Banking can be said as the blood of country’s economy. It means that banking plays a crucial role in country’s economy so that there is opinion stating that banking is “soul” to direct or move economic wheel in a country. Nowadays, there are many banks based islamic law (syariah) in Pekanbaru. This becomes the challenge for PT. Bank BNI Syariah Pekanbaru in order to able to invite customer’s interest to choose it. People are given many brands of bank to be chosen which offer the similiar quality, price and innovation. In this context, BNI Syariah needs to invest brand awareness to people to win competition. People who have a consciousness to certain brand commonly keep on guard against a new brand in a bank. The objective of this research is to know the planning of marketing communication PT. Bank BNI Syariah Cabang Pekanbaru in improving Brand Awareness. This research uses descriptive-qualitative method. Data is collected through observation, interview, and documentation. This research concludes that PT. Bank BNI Syariah Cabang Pekanbaru has implemented some steps in formulating the planning of marketing communication in improving brand awareness. The steps are ; identifyng the target audience, deciding the objective of communication, planning message, selecting communication channel, designing total communication budget, deciding diffusive marketing communication, implementing diffusive marketing communication, and collecting feedbacks. PT. Bank BNI Syariah cabang pekanbaru implements the planning of effective marketing coomunication in order to create brand awareness among people in the form of organizing special communication programs such as sponshorship, exhibition, advertising, personal selling, sales promotion, public relation and publications. These programs are made to develop brand awareness among people or customers. Keywords : Planning, Marketing communication, Brand Awareness

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