Veronica Alvita, . (2024) ANALISIS STRATEGI MARKETING DALAM PENYALURAN KREDIT PEMILIKAN RUMAH PADA PT BANK RAKYAT INDONESIA (PERSERO) Tbk KANTOR CABANG CIBUBUR. Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research aims to examine the KPR Product Marketing Strategy implemented by PT. Bank Rakyat Indonesia (Persero) Tbk Cibubur Branch Office. BRI KPR, which is a solution for people who want to own a house, be it a house, apartment, condotel, shophouse or shophouse, provides a variety of facilities. Therefore, a structured marketing strategy is needed using a marketing mix, which includes seven aspects, namely product, price, place, promotion, people, process and physical evidence, in order to increase market penetration and the number of customers who use this product. . This research uses qualitative research methods by collecting data through interviews and documentation of library sources. The research results show that PT. Bank Rakyat Indonesia (Persero) Tbk Cibubur Branch Office implements a strategy using 7P marketing, namely by promoting through social media and collaborating with developers, setting prices based on interest rates, administrative costs, insurance costs and other costs, KPR products are provided to meet needs prospective customers, places that can be reached easily and are close to housing and shopping centers, employees who are given training to provide the best service, processes carried out so that BRI KPR products can be known by the wider community by marketing them, as well as physical evidence such as banners and brochures to increase public awareness of its products. This provides a positive increase in KPR distribution in the 2017-2023 period.
| Item Type: | Thesis (Tugas Akhir) |
|---|---|
| Additional Information: | [No.Panggil: 2110101038] [Pembimbing: Jenji Gunaedi Argo] [Penguji 1: Suharyati] [Penguji 2: Agus Kusmana] |
| Uncontrolled Keywords: | Credit, Home Ownership Credit, Marketing Strategy, 7P |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) |
| Depositing User: | VERONICA ALVITA |
| Date Deposited: | 02 Oct 2024 03:08 |
| Last Modified: | 02 Oct 2024 03:10 |
| URI: | http://repository.upnvj.ac.id/id/eprint/31264 |
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