Proses Bauran Pemasaran Program CSR(Corporate Social Responsibility) Go Green PT. Bank Negara Indonesia(Persero) Tbk.

SIANTURI, Angga Patiar Boru, Ely Susanto

2014 | Skripsi | Manajemen dan Kebijakan Publik (dh. Ilmu Administrasi Negara)

ABSTRACT BNI Go Green is one of many program of Corporate Social Responsibility from PT. Bank Negara Indonesia (Persero) Tbk. The purpose of this program is for sustainability and to raise enviromental awareness. BNI use enviromental issue as its main theme by presenting their motto: 3P (People, Profit, and Planet). BNI want people to think that BNI is not a bank that has sole purpose to find profit, but they also want to become the most enviromental-friendly bank in Indonesia. So, while BNI serve their client, they want their client to become aware of enviromental issue too. This research has purpose to: (1) To understand and learn about Marketing Mix within BNI regarding BNI Go Green. (2) To find out the problems and obstacles from marketing process. This research is done by using qualitative method. From the result of this method, it is revealed that BNI Go Green utilises marketing mix to tell the government and the society about its program. This marketing mix consist of 4P+3P: Product, Price, Place, Promotion, People, Process, and Physical Evidence. BNI Go Green applies the marketing mix strategy because it is the most complete and appropiate approach to achieve the purpose and target for the program. Aside from using marketing strategy, BNI Go Green also implemented various array of enviromental-friendly activities such as building urban forest, making city park, introducing healthy lifestyle with cycling, and many more. Unfortunately, this program still has to face many obstacles and challenges. Several of the problems are social culture, public awareness, different local regulation, land owner's uncertainty toward the program, and human resources. However, BNI determined to take on these problems seriously. As a result, BNI Go Green is steadily progressing and improving to be the best program BNI has ever held. Key Words : Marketing Mix, Corporate Social Responsibility (CSR), BNI Go Green

Kata Kunci : Modal Sosial