PENERAPAN STRATEGI BAURAN PEMASARAN (MARKETING MIX) DALAM MENINGKATKAN JUMLAH NASABAH PRODUK TABUNGAN SEMBADA PLUS PADA PD. BPR BANK DAERAH KARANGANYAR

ARDITYANA, DITA (2013) PENERAPAN STRATEGI BAURAN PEMASARAN (MARKETING MIX) DALAM MENINGKATKAN JUMLAH NASABAH PRODUK TABUNGAN SEMBADA PLUS PADA PD. BPR BANK DAERAH KARANGANYAR. Other thesis, Universitas Sebelas Maret.

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    Abstract

    Banking is one of important sectors to the national economic development. This role is manifested in its main function as intermediation institution. In addition to its function as fund collector and loan distributor, Bank is just like other profit-oriented companies. Bank usually gets its income from interest, loan provision, commission, and others as the result of bank transaction. Recognizing the marketing strategy of bank based on the advantage of saving product is felt as a need that should be met by the bank; in this case Sembada Plus saving product. It aims to improve the number of customers. The object of research was Sembada Plus saving product of PD. BPR Bank Daerah Karanganyar. The result of research showed that the strategy applied in PD. BPR Bank Daerah Karanganyar was marketing mix. The controllable variable or activity was combined and coordinated by the company effectively, in performing its marketing. The number of sembada saving’s customers increased constantly in 2008-2012 period. The component of marketing mix strategy applied to Sembada Plus saving product of PD. BPR Bank Daerah Karanganyar had changed the consumer behavior in making decision and loyalty to save in Sembada saving. The recommendation was that there should be socialization and approach to the society to generate the public’s trust in PD. BPR Bank Daerah Karanganyar. In addition, PD. BPR Bank Daerah Karanganyar should take into account the interrelatedness of marketing mix strategy components consisting of 4 variables: Product, Price, Place and Promotion.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HF Commerce > HF5601 Accounting
    H Social Sciences > HG Finance
    Divisions: Fakultas Ekonomi > D3 - Keuangan Perbankan
    Depositing User: Vignasari Kokasih
    Date Deposited: 15 Apr 2014 02:03
    Last Modified: 15 Apr 2014 02:03
    URI: https://eprints.uns.ac.id/id/eprint/11039

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