Hidayatulloh, Lukman (2023) IMPLEMENTASI STRATEGI PEMASARAN DIVISI MARKETING LENDING PADA PRODUK KREDIT KONSUMER DI BANK BJB CABANG CILEGON. D3 thesis, UNTIRTA.
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Abstract
The purpose of preparing this thesis is to find out the Strategy Implementation used by the Marketing Lending division at Bank BJB Cilegon Branch. The writing method used is descriptive qualitative method, using the type of data collected is primary data obtained through an Account Officer who works in the marketing lending division. While secondary data is obtained directly from several sources from books, research journals, journal articles, and the internet. Collecting data for this final project using observation, interviews, literature, and documentation. The results of this final project show that the implementation of the marketing lending strategy is very good, by carrying out the STP strategy, namely market segmentation (segmenting), targeting the market (targeting), and market positioning (positioning) which are useful in determining segmentation, targets and market position on consumer credit products of Bank BJB. And also the Marketing Mix Strategy by determining several elements such as product, price, promotion, place which are useful for determining and classifying products for suitability for prospective borrowers according to product adjustments. prices, promotions, and places as distribution channels, so that the strategies implemented by marketing lending can be more efficient, and in accordance with the target market. Bank BJB Cilegon Branch can provide product understanding, as well as pay attention to technological advances for better promotion of BJB products for prospective debtors. Keywords : Marketing Lending, STP Strategy, Marketing Mix, Consumer Credit
| Item Type: | Thesis (D3) | |||||||||
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| Additional Information: | Tujuan dalam penyusunan Tugas Akhir ini adalah untuk mengetahui Implementasi Strategi yang digunakan oleh divisi Marketing Lending yang ada pada Bank BJB Cabang Cilegon. Metode Penulisan yang di gunakan adalah metode deskriptif kualitatif, dengan menggunakan jenis data yang dikumpulkan adalah data primer yang didapatkan melalui seorang Account Officer yang bekerja di divisi marketing lending. Sedangkan data sekunder diperoleh secara langsung dari beberapa sumber dari buku, jurnal penelitian, jurnal artikel, dan internet. Pengumpulan data tugas akhir ini menggunakan observasi, wawancara, kepustakaan, dan dokumentasi. Hasil dari tugas akhir ini memperlihatkan bahwa Implementasi dari strategi marketing lending sudah sangat baik, dengan melakukan strategi STP yaitu segmentasi Pasar (segmenting), target Pasar (targeting), dan posisi Pasar (positioning) yang berguna dalam menentukan segmentasi, target, dan posisi pasar pada produk kredit konsumer Bank BJB. Dan juga Strategi Bauran Pemasaran (Marketing Mix) dengan menentukan beberapa elemen seperti produk (product), harga (price), promosi (promotion), tempat (place) yang berguna untuk menentukan dan mengklasifikasikan produk untuk kecocokan para calon debitur sesuai dengan menyesuaikan produk, harga, promosi, dan tempat sebagai penyaluran distribusi, agar strategi yang dilaksanakan marketing lending dapat lebih efisien, dan sesuai dengan target pasarnya. Bank BJB Cabang Cilegon dapat memberikan pemahaman produk, serta diperhatikannya kemajuan teknologi akan promosi produk BJB lebih baik lagi terhadap calon debitur. Kata Kunci : Marketing Lending, Strategi STP, Bauran Pemasaran, Kredit Konsumer | |||||||||
| Uncontrolled Keywords: | Marketing Lending, STP Strategy, Marketing Mix, Consumer Credit Marketing Lending, Strategi STP, Bauran Pemasaran, Kredit Konsumer | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HG Finance H Social Sciences > HJ Public Finance Communication > Communication (General) |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Diploma III Marketing |
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| Depositing User: | Lukman Hidayatulloh | |||||||||
| Date Deposited: | 12 Jul 2023 14:28 | |||||||||
| Last Modified: | 12 Jul 2023 14:28 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/26123 |
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