STRATEGI KOMUNIKASI PERSUASIF DALAM MENINGKATKAN JUMLAH DEBITUR DI PT. BNI (PERSERO) TBK KANTOR CABANG PADANG
Abstract
The interest generated by credit is the main source of bank income. This makes the debtor as one of the important assets for the bank, considering that credit is an important part of the bank. In the city of Padang itself competition in the banking services business is growing very rapidly and is quite competitive, so that PT. BNI (Persero) Tbk Padang Branch Offices must have strategies and persuasive techniques to win business competition. Besides that, PT. BNI (Persero) Tbk Padang Branch Office also still does not meet the annual target set by the company. Then the problem often faced by companies is still a lack of trust in banks. This study aims to determine Communication Strategy Of Persuation In Increasing The Debtors At Pt. BNI (Persero) Tbk Padang Branch Office.
This study uses a qualitative method with a descriptive approach, with research locations at PT. BNI (Persero) Tbk Padang Branch Office. The research subjects consisted of 9 informants selected through purposive and accidental techniques. Data collection is done through interviews, observation and documentation. To determine the validity of the data the author uses the method of extension of participation and triangulation. The results of this study indicate that PT. BNI (Persero) Tbk Padang Branch Office uses three persuasive communication strategies to increase the number of debtors, the first is to use a strategy through an emotional approach (psychodynamic strategy) by attracting attention, building elements of trust and utilizing the situation, the second uses strategy through a social approach ( sociocultural strategy) through family environment and friends' environment, the third uses strategy by providing meaningful knowledge of the company by personal selling and through the media. Then in increasing the number of debtors of PT. BNI (Persero) Tbk Padang Branch Office uses the yes-response technique technique by giving a question or statement then using the technique not ask if ask which by offering a choice.
This study uses a qualitative method with a descriptive approach, with research locations at PT. BNI (Persero) Tbk Padang Branch Office. The research subjects consisted of 9 informants selected through purposive and accidental techniques. Data collection is done through interviews, observation and documentation. To determine the validity of the data the author uses the method of extension of participation and triangulation. The results of this study indicate that PT. BNI (Persero) Tbk Padang Branch Office uses three persuasive communication strategies to increase the number of debtors, the first is to use a strategy through an emotional approach (psychodynamic strategy) by attracting attention, building elements of trust and utilizing the situation, the second uses strategy through a social approach ( sociocultural strategy) through family environment and friends' environment, the third uses strategy by providing meaningful knowledge of the company by personal selling and through the media. Then in increasing the number of debtors of PT. BNI (Persero) Tbk Padang Branch Office uses the yes-response technique technique by giving a question or statement then using the technique not ask if ask which by offering a choice.
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