Nick Julian

The topic of this research is Urban Festival,and the choosen place of this research is in Bandung City West Java Province.the pupose of this research is for knowing what kind of market strategy that appropriate to be applied on the field,which can be used to promote the urban festival event to the consumer and what is the influence of the marketing strategy toward the consumer around Bandung City.In this scientific paper the methods of the research that we use is quantity description,what we do is observing and study of library.Based on the results that we got from literature,we can conclude that the marketing strategy that we have to focused is through the promotion of the event,promotion through the social media and printed media which have to be concerned,because the promotion through it have a big potential to spread the information and the details about the event which will be held to the consumer either in Bandung City or even from out of town.

PT. Bank Tabungan Negara, Tbk (Persero) is a state-owned enterprise in the field of banking, which was founded in 1968. At the beginning of its standing BTN assigned as a banking institution that provides mortgage services only. Over the global economic developments, Bank BTN who commonly only serves mortgages, now changes into a commercial banks and serves not only a mortgages but also another financial activites. By changing the function of the Bank BTN services, Consumer & Commercial Funding Unit (CCFU) of Bank BTN should be able to change the brand equity of Bank BTN, who known as the Housing Loan Bank by public. This reports of my internship is contained about my activities in CCFU Bank BTN, ranging from the implementation of the promotion mix into promotional activities carried out, the processing of Customer Relationship Management is done by the company to perform maintenance customers through processing data to support the marketing activities. By doing direct analysis by reviewing the field and adapt to the study of literature, researchers can conclude that the part of the marketing done by CCFU itself is pretty good, but the implementation of the promotion mix, especially on the activities of promotion is still not optimal. So this makes BTN itself has not been good enough in changing the brand equitity of the companies that have so far been known as a bank that serves only credit housing, different like another commercial bank in general that offer other financial services. But besides that, for Customer Relationship Management conducted by CCFU Bank BTN itself is very good and optimal, it is evident from the many customers who are not declining because they do not want to switch bank account to another bank.