PENGARUH STRATEGI KOMUNIKASI PEMASARAN BANK BJB DALAM CAMPAIGN “BJB CYCLING DIGICASH V-RIDE” TERHADAP PERILAKU ANGGOTA KOMUNITAS SEPEDA ROADBIKE

Abstract

Marketing communication comprises six primary communication methods: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, and personal selling. The expected effect of the marketing communication strategy through the bjb Cycling DigiCash V-Ride campaign is to serve as a stimulus that influences behavioral outcomes, specifically the behavior of cycling community members as potential customers (clients) of Bank BJB. This involves their decision to become Bank BJB clients who will regularly use the BJB DigiCash application for daily transactions, particularly for members of the cycling community "Kamis Gow." This study employs a quantitative approach with verificative analysis and correlational studies. The theory applied in this research is the Theory of Planned Behavior, which posits that an individual's actual behavior is influenced by their intention, determined by consumer attitudes, subjective norms, and perceived behavioral control. Based on this perspective, the researcher aims to investigate and analyze the impact of Bank BJB's marketing communication strategy through the "bjb Cycling DigiCash V-Ride" campaign (X) on the behavior of members of the Roadbike cycling community "Kamis Gow" (Y).