STRATEGI KOMUNIKASI PT PEGADAIAN(Persero) CABANG PASAR KODIM PEKANBARU DALAM MENARIK MINAT CALON NASABAH
Abstract: The communication
strategy is determining the success of effective communication activities. PT.
Pegadaian (Persero) Cabang Pasar Kodim Pekanbaru is one of the State-Owned
Enterprises (SOEs) need to communicate or to inform its products and services
to the community so that people can recognize and be motivated to use the
products and services offered pawn. Based on this, the identification of the
issues examined in this study is how the communication process PT. Pegadaian
(Persero) Cabang Pasar Kodim Pekanbaru, what kinds of messages conveyed and any
media used in attracting prospective customers as well as any obstacles
encountered in attracting prospective customers. The usefulness of this study
as an evaluation for PT. Pegadaian (Persero) in implementing socialization
strategies in order to achieve high public participation.
This study uses descriptive qualitative study conducted in PT. Pegadaian
(Persero) Cabang Pasar Kodim Pekanbaru located in Jl. Teratai No. 92 Pasar
Kodim Pekanbaru-Riau, with the selection of informants using the technique of
accidental, and also using purposive sampling technique. The object of this
study is the communication strategy PT. Pegadaian with research subjects
include customers, prospective customers, branch leaders, and employees. Data
collection techniques used were interviews, observation, and documentation.
The results obtained indicate that communication strategies PT. Pegadaian
(Persero) Cabang Pasar Kodim Pekanbaru performed using marketing communication
in various forms consisting of product, price, promotion and place. So the
researchers came to the conclusion that the concept has been defined using a
marketing communications strategy. Messages obtained in promoting the benefit
that the process is easy and takes about 15 minutes pawn goods can be processed
and secure storage, because if we are pawning in PT. Pawnshop (Persero) we
should not be afraid pawned goods are not returned home following the
prescribed procedure, as well as any warranties or goods that have been pawned
it will be insured, if PT Pegadaian (Persero) Cabang Pasar Kodim Pekanbaru
there is something unexpected happens concerning the goods then asuransilah
will replace the pawn goods, also taking referrals, banners, brochures,
signposts and electronic media to promote their products.
Penulis: Yohanna Ristua,
Rusmadi Awza
Kode Jurnal: jpkomunikasidd150183
