ANALISIS STRATEGI DALAM MENINGKATKAN BRAND AWARENESS DI ERA DIGITAL (Studi Kasus BPRS Al Salaam)

Rahman, Noviana Nur (2024) ANALISIS STRATEGI DALAM MENINGKATKAN BRAND AWARENESS DI ERA DIGITAL (Studi Kasus BPRS Al Salaam). Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

	Text PENDAHULUAN-2 (1).pdf Download (645kB)
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Abstract

The research aims to analyze strategies to enhance brand awareness in the digital era, with a case study on BPRS Al Salaam. The focus of this study is to determine the extent of public awareness regarding the existence of the financial institution BPRS Al Salaam, aiming to attract prospective customers to gain a deeper understanding of BPRS Al Salaam. The data analysis method employed in this research involves the use of IFE (Internal Factor Evaluation) and EFE (External Factor Evaluation) matrices through interviews with the Business Development department at BPRS Al Salaam. The subsequent step involves matching the data by analyzing it using the IE (Internal-External) matrix to evaluate the company's strategic position. The results indicate that BPRS Al Salaam, in its brand awareness strategy, is positioned in quadrant I with an IFE score of 3.42 and an EFE score of 3.77. This suggests that BPRS Al Salaam is in a growth and development phase. Recommended alternative strategies for brand awareness at BPRS Al Salaam include Market Penetration Strategy and Market Development Strategy. Keywords: Strategy, Brand Awareness, Digitalization, BPRS Al Salaam.

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