izza Rahmah, Naharotul (2024) PENERAPAN DIRECT MARKETING PADA PRODUK KREDIT KEPEMILIKAN RUMAH (KPR) DI PT. BANK TABUNGAN NEGARA PERSERO TBK KANTOR CABANG CILEGON. D3 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This Final Project aims to study how PT. Bank Tabungan Negara (Persero) Tbk. Cilegon Branch uses direct marketing strategies to promote home ownership credit (KPR). Given the increasing demand for housing in Indonesia, the implementation of effective marketing is very important. Descriptive research methods are used to collect data through interviews and observations. The results of the Final Project show that the implementation of direct marketing of PT. Bank Tabungan Negara (Persero) Tbk. on Home Ownership Credit (KPR) products has been quite effective in increasing sales and is carried out with four direct marketing channels such as Face-to-face sales, Catalog marketing, Telemarketing. Broadcast media, Implementation of Direct Marketing of PT. Bank Tabungan Negara (Persero) Tbk. Cilegon Branch Office needs to increase promotions on Sales and is expected to use Advertising promotions that involve the use of digital technology to promote Home Ownership Credit (KPR) products. This Final Project shows that direct marketing plays an important role in increasing customer engagement and sales (KPR). It is very important to implement marketing that is tailored to the banking industry, especially to meet the needs of the Indonesian people. This study increases knowledge about the application of direct marketing on Home Ownership Credit (KPR) Products at PT. Bank Tabungan Negara (Persero) Tbk.
| Item Type: | Thesis (D3) | |||||||||
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| Additional Information: | Tugas Akhir ini bertujuan untuk mempelajari bagaimana PT. Bank Tabungan Negara (persero) Tbk. Cabang Cilegon menggunakan strategi pemasaran langsung untuk mempromosikan Kredit Kepemilikan Rumah (KPR). Mengingat permintaan perumahan yang semakin meningkat di indonesia, penerapan pemasaran yang efektif sangatlah penting. metode penelitian deskriptif digunakan untuk mengumpulkan data melalui wawancara dan observasi. Hasil Tugas Akhir memperlihatkan bahwa penerapan pemasaran langsung PT. Bank Tabungan Negara (Persero) Tbk. pada produk Kredit Kepemilikan Rumah (KPR) sudah cukup efektif dalam meningkatkan penjualan dan dilakukan dengan empat saluran pemasaran langsung seperti Penjualan tatap muka, Pemasaran dengan katalog, Telemarketing. Broadcast media, Penerapan Pemasaran langsung PT. Bank Tabungan Negara (Persero) Tbk. Kantor Cabang Cilegon perlu meningkatkan promosi pada Penjualan dan diharapkan untuk menggunakan promosi Periklanan (Advertising) yang melibatkan penggunaan teknologi digital untuk mempromosikan produk Kredit Kepemilikan Rumah (KPR). Tugas Akhir ini menunjukkan bahwa pemasaran langsung memainkan peran penting dalam meningkatkan keterlibatan pelanggan dan penjualan (KPR). Sangat penting untuk menerapkan pemasaran yang disesuaikan dengan industri perbankan, terutama untuk memenuhi kebutuhan masyarakat indonesia. Studi ini meningkatkan pengetahuan tentang penerapan pemasaran langsung Pada Produk Kredit Kepemilikan Rumah (KPR) di PT. Bank Tabungan Negara (Persero) Tbk. | |||||||||
| Uncontrolled Keywords: | Promotion, Direct Marketin, Home Ownership Credit (HOC) Promosi, Pemasaran Langsung, Kredit Kepemilikan Rumah (KPR). | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Diploma III Marketing |
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| Depositing User: | naharotul izza bahrudin | |||||||||
| Date Deposited: | 26 Feb 2025 06:30 | |||||||||
| Last Modified: | 26 Feb 2025 06:30 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/47184 |
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