| dc.description.abstract | Interbank competition throughout the -world and especially in Indonesia is
increasingly tight. As one of the international banks that operate in Indonesia,
Standard Chartered Bank has strong commitment to continuously operate in
Indonesia. Marketing communication and differentiation strategy have played an
important role in keeping the commitment and increasing the transaction and the
number of clients. The type of the research was a survey, using quantitative
approach which was aimed to explain the causal correlation among the research
variables. The aim of the research was also to analyze the influence of marketing
communication and differentiation strategy on the marketing performance at
Standard Chartered Bank, Medan. The research was conducted from June until
September, 2012. The population was 63 personnel of Standard Chartered Bank,
and all of them were used as the samples, using total sampling technique. The
data were gathered by using questionnaires, interviews, and documentary study in
order to obtain the personnel's marketing communication, differentiation strategy,
and marketing performance at Standard Chartered Bank, Medan branch. The
types and the sources of the gathered data in the research were as follows: 1)
primary data which comprised the data which were obtained directly from
respondents based on the questionnaire, and 2) secondary data which supported
the primary data; they were obtained from documents such as the brief history of
the bank, its organizational structure, the number of personnel, and their attempt
to increase the performance. The data were analyzed by conducting multiple
linear regression analysis, F-test and t-test. The result of the research
simultaneously showed that marketing communication and differentiation strategy
had positive and significant influence on marketing performance. Partially, the
result of the research showed that marketing communication and differentiation
strategy had positive and significant influence on marketing performance. The
variable of marketing communication was the most dominant factor which
influenced marketing performance. The conclusion was that marketing
communication and differentiation strategy had positive and significant influence
on the marketing performance at Standard Chartered Bank, Medan. | en_US |
