Nowadays, technological and information developments have impacted on various fields, not least

in the field of retail payment systems. There is a trend the demand for banking products based on
technology, in particular transactions through cards. This research aims to determine the
effectiveness of of the activities of marketing communications strategy that has been done. To
analyze the marketing communication strategies, conducted research at PT. Bank Rakyat Indonesia
(Persero) Regional Office Semarang. Data collected from various sources consisting of external
factors and internal, ie interviews, observation and documentation. Furthermore, these factors were
analyzed to get the strategy formulation. Resource persons / informants consists of the CBK offices
and the Customer card user Semarang BRIZZI. of all the strategies undertaken in marketing BRIZZI,
the most effective way is to give the gift of groceries to customers BRIZZI users when shopping at the
supermarkets in Semarang

Perkembangan teknologi dan informasi saat ini telah memberi dampak ke berbagai bidang, tak
terkecuali di bidang sistem pembayaran ritel. Salah satu instrumen pembayaran ritel yang kita kenal
adalah electronic money (e-money). E- money adalah instrumen pembayaran non-tunai,
perkembangan e-money mampu menciptakan transaksi masyarakat yang menggunakan transaksi
non-tunai dengan memanfaatkan kemudahan yang ditawarkan oleh alat transaksi elektronik.
Penelitian ini bertujuan untuk mengetahui dan menganalisis Strategi Marketing Public Relations PT.
Bank Rakyat Indonesia (Persero) Tbk Kantor Cabang Yogyakarta dalam meningkatkan pengguna
Kartu BRIZZI. Metode penelitian yang digunakan ialah metode deskriptif kualitatif yang mengungkap
aktifitas program marketing public relations perusahaan. Sumber data dalam penelitian ini diperoleh
dari sumber data primer yaitu, observasi, wawancara dan sumber data sekunder yaitu dokumentasi.
Teknik pengumpulan data dalam penelitian ini dilakukan dengan observasi wawancara dan mencatat
data yang sudah ada. Dalam analisis data penelitian ini menggunakan jenis analisis data model
analisis interaktif. Hasil penelitian dapat diketahui bahwa program marketing public relations dalam
meningkatkan jumlah pengguna kartu BRIZZI melakukan program special event, sponsorship, BRIZZI
Trans Jogja, direct presentations, telemarketing, exhibitions event, strategi periklanan, bundling,
serta BRIZZI co- branding atau melakukan kerjasama dan juga didukung dengan berbagai peran dan
fungsi yang dilakukan PT. Bank Rakyat Indonesia (Persero) Tbk Kantor Cabang Yogyakarta.
Kesimpulannya dapat dilihat dari peningkatan jumlah pengguna kartu BRIZZI pada bulan Oktober
yang jauh melebihi target. Dalam pelaksanaan program marketing public relations akan lebih
maksimal lagi jika didukung dengan peran dari media pemasaran yang optimal, dapat melalui media
yang concerted (memusatkan kegiatan pada media) agar publikasi dapat terwujud dengan maksimal.
Menggunakan media yang concerted PT. Bank Rakyat Indonesia (Persero) Tbk Kantor Cabang
Yogyakarta dapat manarik nasabah sehingga mencapai target dan tentu saja akan membuat
peningkatan pengguna kartu BRIZZI.

2.2.1. SWOT Analysis

To analyse the problem, we begin Our analysis with analysis of internal and
external factors using SWOT Analysis.
1. Strength
An electronic money without registration process and
additional charge
 People can easily get BRIZZI without registration and make new
account and go to BRI branch office. BRIZZI is also an interest-
free card and will not charge for transaction in merchants.
No installment fee for BRIZZI EDC devices and fast
settlement
Merchants who want to install BRIZZI EDC device is not get any
charge for the installment of the EDC machine and after the
transaction, money will directly go into account at D+0

Positive trend of BRIZZI card user numbers

The level of achievement by BRIZZI cards in 2016 has increased
by 40% with the total amount of BRIZZI transaction surpassed Rp.
22 billion, with frequency of 2.21 million transactions. From the
numbers, there is an indication of positive trend in BRIZZI card
user numbers

BRI has a high brand name recognition

BRI has reputation as a micro banking service provider that has
been internalized within the society. This brand image could be a
stable source to promote BRIZZI as an e-money that fit with micro,
small, and medium enterprises (MSMEs).
2. Weakness
Lack of information about BRIZZI
From the evaluating result of BRIZZI attempted strategy, it is
known that in general Merchant did not understand how to use CDC
machine and people did not understand how to use Brizzi card with
the machine. Also, people feels it is not necessary to use BRIZZI
card as payment method. This lack of understanding could be
happened because there is very little information about BRIZZI
card so people are still yet to know this card.

BRIZZI card network problem

Sometimes, BRIZZI cards failed to be used as payment method due
the network problem. This problem could lead to loss of trust from
both BRIZZI card users and merchants if this problem occur
frequently.

BRIZZI has less partnership and promotion comparing to its

competitor
BRIZZI has less partnership if we compare with its competitor. If
we talk about e money market, partnership merchant is one of the
important aspect if we want to be the big player in the game.
Unfortunately, BRIZZI is slightly late to enter this market so it
could not make much partnership with other merchant, which it
could affects its promotion of BRIZZI. On other hand, although
BRIZZI promotion program such as promoting in big event like
JBRL and Indocomtech, it seems the program was not that effective
because the event is not an event that held continuously, so it just
made a short term effect.
3. Opportunities
Growing number of MSME in Indonesia
The growing economy condition in indonesia is also followed by
growth of the number of MSME in Indonesia. As MSMEs being a
major contributor to job creation and growth in Indonesia and still
rising, it would be a major opportunity to BRI with its reputation to
promote BRIZZI to MSME in Semarang.

BI new program to make Indonesia become more cashless

Bank Indonesia now has new program to lead Indonesia as cashless
society with Gerakan Nasional Non Tunai (GNNT). With this
program, BRI has an opportunity to promote BRIZZI as one of a
product that facilitate people need to shift to cashless society.

Increase popularity of e-money as efficient, easy, and fast

payment system
As the era changed to the digital era, people tend to search for
easier, faster, and efficient payment system. Currently, the number
of digital transaction is increasing each year in Indonesia. BRIZZI
could use this opportunity to develop itself as one of people choice
for easier, faster, and efficient payment method.
4. Threat
Entrance of nonbanking sectors
Other competitors, such as T Cash from non banking sector, have
the same concept of electronic money but in different forms that
could be attached in smartphones which is more convenient and
preferable for some people.

Strong brand image of the Competitor

BRIZZIs competitor such as Flazz is more popular than BRIZZI
that has been internalized within the society. Every time everyone
think electronic money, usually they related it to Flazz card
TOWS MATRIX OPPORTUNITIES THREATS
1. Growing number of 1. Entrance of nonbanking
MSME in Indonesia sectors
2. BI new program to make 2. Strong brand image of
Indonesia become more the Competitor
cashless
3. Increase popularity of e-
money as efficient, easy,
and fast payment system
STRENGTHS SO STRATEGIES ST STRATEGIES
1. An electronic money 1. Reaching MSME market
without registration by training with BI for
process and additional MSME entrepreneurs to
charge enhance their business
2. No installment fee for with and promote
BRIZZI EDC devices BRIZZI as their payment
and fast settlement system (S3, S4, O1, O2)
3. Positive trend of BRIZZI 2. Build a relation with
card user numbers many sectors by
4. BRI has a high brand installing new payment
name recognition system for cafetaria in
universities and schools
(S1, S2, S4, O3)
WEAKNESSES WO STRATEGIES WT STRATEGIES
1. Lack of information
about BRIZZI
2. BRIZZI card network
problem
3. BRIZZI has less
partnership and
promotion comparing to
its competitor