Nijmah Az-zahra, Nuzulan (2023) IMPLEMENTASI STRATEGI BAURAN PEMASARAN PRODUK KREDIT PEMILIKAN RUMAH (KPR) PADA PT. BANK PEMBANGUNAN DAERAH JAWA BARAT DAN BANTEN, Tbk. KANTOR CABANG CILEGON. D3 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purpose of writing this Final Project Report is to find out the Implementation of Marketing Mix Strategy for Home Ownership Products (KPR) at PT. Regional Development Bank of West Java and Banten, Tbk. Cilegon Branch Office. The writing method used in the final project is descriptive method from primary data and secondary data, as well as data collection based on the results of interviews, observations and literature studies. The results in the final project report show that the implementation of the marketing mix strategy for home ownership credit products (KPR) at PT. West Java Regional Development Bank and Banten Cilegon Branch consists of a product strategy in the form of offering several mortgage products, a price strategy in the form of offering subsidized and non-subsidized housing prices, a place strategy in the form of an easily accessible place, a promotion strategy in the form of through print media and social media, a people strategy in the form of conducting training and motivation to its human resources, a physical evidence strategy in the form of complete buildings and facilities, and a process strategy in the form of stages to determine mortgage financing.
| Item Type: | Thesis (D3) | |||||||||
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| Additional Information: | Tujuan penulisan Laporan Tugas Akhir ini adalah untuk mengetahui Implementasi Strategi Bauran Pemasaran Produk Kredit Pemilikan Rumah (KPR) Pada PT. Bank Pembangunan Daerah Jawa Barat dan Banten, Tbk. Kantor Cabang Cilegon. Metode penulisan yang digunakan dalam tugas akhir adalah metode deskriptif dari data primer dan data sekunder, serta pengumpulan data berdasarkan hasil wawancara, observasi dan studi kepustakaan. Hasil dalam laporan tugas akhir menunjukan implementasi strategi bauran pemasaran produk Kredit Pemilikan Rumah (KPR) pada PT. Bank Pembangunan Daerah Jawa Barat dan Banten Cabang Cilegon terdiri dari strategi product berupa menawarkan beberapa produk KPR, strategi price berupa menawarkan harga rumah subsidi dan nonsubsidi, strategi place berupa tempat mudah diakses, strategi promotion berupa melalui media cetak dan media sosial, strategi people berupa dengan melakukan pelatihan dan motivasi kepada sumber daya manusianya, strategi physical evidence berupa gedung dan fasilitas yang lengkap, serta strategi process berupa tahapan untuk menetapkan pembiayaan KPR. | |||||||||
| Uncontrolled Keywords: | Marketing Mix Strategy, KPR Strategi Bauran Pemasaran, KPR | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis > Program Diploma III Marketing 05-Fakultas Ekonomi dan Bisnis |
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| Depositing User: | Mrs Nuzulan Nijmah Az-zahra | |||||||||
| Date Deposited: | 26 Oct 2023 08:51 | |||||||||
| Last Modified: | 26 Oct 2023 08:51 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/28636 |
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