ANALYZING THE EFFECTIVENESS OF BNI CREDIT CARD SALES PROMOTION PROGRAM FINAL PROJECT

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ANALYZING THE EFFECTIVENESS OF BNI CREDIT CARD SALES

PROMOTION PROGRAM

Case Study: Athmosphere Resort & Cafe

FINAL PROJECT

By:

Muhammad Sandy Nandiwardhana 19007111

Undergraduate Program

School of Business and Management

Institut Teknologi Bandung

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VALIDATION PAGE

ANALYZING THE EFFECTIVENESS OF BNI CREDIT CARD SALES

PROMOTION PROGRAM

Case Study: Athmosphere Resort & Cafe

By:

Muhammad Sandy Nandiwardhana

ID No: 19007111

A Final Project in Partial Fullfillment

of the Requirement for the Degree of Bachelor of Management

Undergraduate Program of Management Study

School of Business and Management

Institut Teknologi Bandung

August 4th, 2010

Validated By

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PROMOTION PROGRAM

Case Study: Athmosphere Resort & Cafe

Final Examination Date: August 4th 2010 Graduation Date: October 23rd 2010

Undergraduate Program School of Business and Management Supervisor: Drs. Herry Hudrasyah, MA

ABSTRACT

Along with the development of age, people’s lifestyle and need have also developed. Especially the people who live in urban areas or big cities. Nowadays, people have high mobility and requires practicality in their everyday activities. Every day people must have engaged in transactions that use money as a medium of transaction. These transactions can be small transaction and it can also be big transactions. For small transactions, people can use cash. But for the big transactions it will be impratical for people to use cash. Security also become people’s concern in this cicumstances. This is where credit cards play an important role in social life.

Credit cards are a type of retail transaction settlement (retail) and credit system, whose name is derived from a plastic card issued to users of the system. The main advantages of transactions using credit card compared to transactions using cash are practical and safety. With a credit card people no longer need to carry much cash that make this thing very practical. And of course by bringing over fewer cash will make people safer from the threat of criminals. In addition, credit card holders are also provided other facilities by the credit card issuer, in this case the banks such as discount offering in certain store which is sales promotion programs to increase usage of credit cards.

To that end, the bank as credit card issuers are competing for the best offer to attract the card holders. This is all because now the credit card products/services of the banks is relatively quite the same. Competitive advantages are distinguished by the level of creativity and effectiveness of promotional programs, usage, and quality of customer service management. In this study, the writer will try to examine the effectiveness of Bank BNI promotional programs by using data transactions that occur in the Atmosphere Resort & Cafe during the year 2009. Writer will see how far the impact of this sales promotion program on sales volume and whether the cost is comparable with the result obtaned.

In the end, will show whether the sales promotion program is effective or not and also provide the management with recommendations hopefully that the recommendation can help the management to make an improvement in the future.

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MENGANALISA EFEKTIVITAS PROGRAM PROMOSI PENJUALAN KARTU KREDIT BNI

Studi Kasus: Athmosphere Resort & Cafe

Tanggal Ujian Akhir: 4 Agustus 2010 Tanggal Kelulusan: 23 Oktober 2010 Program Sarjana Sekolah Bisnis dan Manajemen

Pembimbing: Drs. Herry Hudrasyah, MA

ABSTRAK

Seiring dengan berkembangnya jaman, gaya hidup dan kebutuhan masyarakat juga turut berkembang. Terutama masyarakat yang hidup di daerah urban atau kota-kota besar. Dewasa ini, masyarakat memilki mobilitas yang tinggi sehingga membutuhkan kepraktisan dalam kesehariannya. Setiap hari masyarakat pasti melakukan transaksi yang menggunakan uang sebagai alat transaksi. Transaksi tersebut bisa merupakan sebuah transaksi dengan nilai nominal yang kecil maupun transaksi dengan nilai nominal yang sangat besar. Untuk transaksi dengan nilai nominal yang kecil masyarakat dapat menggunakan uang tunai. Tetapi untuk transaksi dengan jumlah nominal yang besar hal ini menjadi sangat tidak praktis jika menggunakan uang tunai. Masalah keamanan tentunya menjadi sebuah perhatian para masyarakat. Di sinilah kartu kredit memainkan peranan penting dalam kehidupan masyarakat.

Kartu kredit adalah suatu jenis penyelesaian transaksi ritel (retail) dan sistem kredit, yang namanya berasal dari kartu plastik yang diterbitkan kepada pengguna sistem tersebut. Keunggulan utama kartu kredit dibandingkan alat transaksi lainnya adalah praktis dan aman. Dengan kartu kredit masyarakat tidak perlu lagi membawa banyak uang tunai yang menjadikan benda ini sangat praktis. Dan tentunya dengan membawa lebih sedikit uang tunai akan menjadikan masyarakat lebih aman dari ancaman para penjahat. Selain itu, para pemegang kartu kredit juga diberikan fasilitas lain oleh penerbit kartu kredit dalam hal ini pihak bank yaitu penawaran diskon di toko-toko tertentu yang merupakan program promosi penjualan untuk meningkatkan usage kartu kredit.

Untuk itu, para bank selaku penerbit kartu kredit berlomba-lomba untuk memberikan penawaran yang terbaik untuk menarik hati para pemegang kartu. Hal ini dikarenakan, saat ini produk/jasa kartu kredit yang ditawarkan oleh para bank sudah relatif hampir sama. Keunggulan daya saingnya dibedakan oleh tingkat kreatifitas dan efektifitas program promosi, usage, dan mutu manajemen pelayanan nasabah. Dalam penelitian ini, penulis akan mencoba untuk meneliti keefektifitasan program promosi dari Bank BNI dengan cara menggunakan data transaksi yang terjadi di Atmosphere Resort & Cafe selama tahun 2009. Peneliti akan melihat seberapa jauh dampak dari promosi ini terhadap sales volume dan sebandingkah biaya yang dikeluarkan dengan hasil yang didapat.

Pada akhirnya penelitian ini akan menunjukkan efektif atau tidaknya program promosi penjualan tersebut dan juga memberikan rekomendasi untuk pihak manajemen dan diharapkan rekomendasi tersebut dapat membantu pihak manajemen dalam membuat kemajuan untuk kedepannya

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FOREWORD

First of all, writter would like to give thank to Allah SWT for giving him healthiness and blessing to finish this final project. With the help and permission of Allah, writer could finish this final project which is the key to writter’s graduation to end an amazing three years journey of study in SBM ITB. Writer felt very proud to have become a part of SBM ITB and hope that what writer got in SBM ITB during three years can help writer to achieve future success.

Writer would like to thank all the people who have helped and supported writer in finishing this final project;

1. Mr. Drs. Herry Hudrasyah, MA counselor of the writer for educating and also supporting the writer in finishing the final project.

2. Beloved Father and also role model, Mr. Sabdo Trihidayat for giving writer support, pray and sharing life experiences.

3. Beloved Mother, Mrs. Maulina Trihidayat for giving writer never ending miraculous prayer and also motivation.

4. Brother and Sister, Muhammad Hadiyan Praharsa and Maudy Putri Anindita for providing writer entertainment that can make writer happy.

5. Mr. Herdianto Sediono as the head of BNI BSK Bandung for allowing writer to conduct intership there and all other effort to make the process of finishing the final project become easier.

6. Mr. Ardian Brahmana as mentor of the writer during the intership for helping all writer’s problem, giving advice and sharing life experiences with writer so that the writer can finish the final project.

7. All other staff of BNI SBK Bandung that the writer can’t mention one by one for the help, support, advice, friendship and hospitality.

8. Friends of writer especially for sharing laughter and supporting each other unti the gradation.

9. SBM Lecturers, Tutors, Staffs and the people that the writer could not mention one by one.

Bandung, September 8th 2010 The Writer,

Muhammad Sandy Nandiwardhana NIM. 19007111

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LIST OF CONTENTS

ABSTRACT ... i ABSTRAK ... ii FOREWORD ... iii LIST OF CONTENTS ... iv

LIST OF FIGURES ... vii

LIST OF TABLES ... viii

LIST OF CHARTS ... ix

LIST OF APPENDIXES ... x

CHAPTER I: INTRODUCTION ... 1

1.1 Research Background ... 1

1.2 Problem Formulation ... 3

1.3 Research Purposes and Objectives ... 3

1.4 Scope and Limitation ... 4

1.5 Writing Systematic ... 4

CHAPTER II: THEORETICAL FOUNDATION ... 6

2.1 Principles of Marketing ... 6 2.2 Marketing Mix ... 7 2.3 Promotion ... 8 2.4 Promotion Mix ... 8 2.5 Concept in Promotion ... 9 2.5.1 Promotion’s Goal ... 10

CHAPTER III: METHODOLOGY ... 11

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ii 3.2 Data Collection ... 12 3.3.1 Literature Study ... 12 3.3.2 Expert Interview ... 12 3.3 Data Processing ... 13 3.4 Data Analysis ... 13

3.5 Conclusion and Recommendation ... 13

CHAPTER IV: DATA ANALYSIS ... 14

4.1 BNI Credit Card Analysis ... 14

4.1.1 Interest Rate Pricing ... 15

4.1.2 Annual Fee Pricing ... 17

4.1.3 BNI Credit Card Image Shifting ... 18

4.2. Sales Promotion Program Description ... 19

4.2.1 “It’s Jazz Time – The Legend is Back” ... 19

4.2.2 “BNI Card Center Holiday Inspiration” ... 20

4.2.3 “Ramadhan Inspiration BNI Credit Card” ... 21

4.2.4 “Year End Inspiration BNI Credit Card” ... 22

4.3 Sales Promotion Program Analysis ... 23

4.3.1 “It’s Jazz Time The Legend is Back”... 23

4.3.1.1 Program Analysis ... 23

4.3.1.2 Cost Analysis ... 26

4.3.1.3 Overall Analysis ... 28

4.3.2 “BNI Card Center Holiday Inspiration” ... 29

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iii

4.3.3 “Ramadhan Inspiration BNI Credit Card” ... 37

4.3.4 “Year End Inspiration BNI Credit Card” ... 46

CHAPTER V: CONCLUSION AND RECOMENNDATION ... 52

5.1 Conclusion ... 52

5.2 Recommendation ... 55

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iv

LIST OF FIGURES

Figure 2.1 Marketing Process ... 6 Figure 3.1 Research Framework ... 11 Figure 4.1 BNI Credit Card Image Shifting ... 18

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v

LIST OF TABLES

Table 4.1 BNI Credit Card Comparison ... 15

Table 4.2 Promotional Program 1 Information ... 28

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vi

LIST OF CHARTS

Chart 4.1 BNI Interest Rate Pricing ... 16

Chart 4.2 BNI Annual Fee Pricing ... 17

Chart 4.3 BNI Card Center April Transactions ... 24

Chart 4.4 BNI Card Center April Sales Volume ... 25

Chart 4.5 BNI Card Center June Transactions ... 29

Chart 4.6 BRI 2009 Transactions ... 30

Chart 4.7 BNI Card Center June Sales Volume ... 31

Chart 4.8 BNI Card Center July Transactions ... 32

Chart 4.9 BNI Card Center July Sales Volume ... 33

Chart 4.10 BNI Card Center August Transactions ... 38

Chart 4.11 BNI Card Center August Sales Volume ... 39

Chart 4.12 BNI Card Center September Transactions ... 40

Chart 4.13 BNI Card Center September Sales Volume ... 41

Chart 4.14 BNI Card Center December Transactions ... 46

Chart 4.15 Bank Mega 2009 Transactions ... 47

Chart 4.16 BNI Card Center December Sales Volume ... 48

Chart 5.1 BNI Card Center 2009 Transactions ... 52

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vii

LIST OF APPENDIXES

APPENDIX A. BNI COMPANY PROFILE APPENDIX B. BNI CARD CENTER PROFILE APPENDIX C . PRODUCTS AND FEATURES APPENDIX D. BNI SALES PROMOTION