Analisis Peng Aruh Komunikasi Pemasaran dan Strategi Diferensiasi terbadap Kinerja Pemasaran Standard Chartered Bank Medan

Abstract

Interbank competition throughout the -world and especially in Indonesia is increasingly tight. As one of the international banks that operate in Indonesia, Standard Chartered Bank has strong commitment to continuously operate in Indonesia. Marketing communication and differentiation strategy have played an important role in keeping the commitment and increasing the transaction and the number of clients. The type of the research was a survey, using quantitative approach which was aimed to explain the causal correlation among the research variables. The aim of the research was also to analyze the influence of marketing communication and differentiation strategy on the marketing performance at Standard Chartered Bank, Medan. The research was conducted from June until September, 2012. The population was 63 personnel of Standard Chartered Bank, and all of them were used as the samples, using total sampling technique. The data were gathered by using questionnaires, interviews, and documentary study in order to obtain the personnel's marketing communication, differentiation strategy, and marketing performance at Standard Chartered Bank, Medan branch. The types and the sources of the gathered data in the research were as follows: 1) primary data which comprised the data which were obtained directly from respondents based on the questionnaire, and 2) secondary data which supported the primary data; they were obtained from documents such as the brief history of the bank, its organizational structure, the number of personnel, and their attempt to increase the performance. The data were analyzed by conducting multiple linear regression analysis, F-test and t-test. The result of the research simultaneously showed that marketing communication and differentiation strategy had positive and significant influence on marketing performance. Partially, the result of the research showed that marketing communication and differentiation strategy had positive and significant influence on marketing performance. The variable of marketing communication was the most dominant factor which influenced marketing performance. The conclusion was that marketing communication and differentiation strategy had positive and significant influence on the marketing performance at Standard Chartered Bank, Medan.