Bernadeta Ameliya Kasih, . (2026) STRATEGI PEMASARAN PRODUK TABUNGAN TANDAMATA MYFIRST DI BANK BJB KANTOR CABANG PEMBANTU CIRENDEU DENGAN PENDEKATAN BAURAN PEMASARAN. Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This final project aims to examine marketing implementation, analyze the application of the marketing mix, and identify the obstacles and solutions faced by PT Bank Pembangunan Daerah Jawa Barat dan Banten Tbk (Bank BJB) Cirendeu Sub-branch (KCP Cirendeu) in marketing the "Tabungan BJB Tandamata MyFirst" savings product—an innovative offering designed specifically for children aged 0 to 17. The author employed a qualitative descriptive method, gathering data through in-depth interviews with key personnel (Customer Service staff, Tellers, and Supervisors) and a review of documentation regarding marketing strategies. The findings indicate that Bank BJB KCP Cirendeu has implemented an integrated marketing mix strategy. Regarding the "product" aspect, the key advantage is the waiver of monthly administrative fees; the "price" factor is supported by an affordable initial deposit; the "place" element benefits from a strategic location; and the "promotion" strategy is actively executed through direct outreach to schools and word-of-mouth recommendations. Meanwhile, the "people," "process," and "physical evidence" components are reflected in the readiness of friendly staff, a simple account-opening procedure, and adequate banking facilities. The study concludes that this marketing mix strategy has been effective in driving the growth of the child customer base over time; internal and external challenges that arose were optimally addressed by intensifying targeted and sustainable outreach programs.
| Item Type: | Thesis (Tugas Akhir) |
|---|---|
| Additional Information: | [No.Panggil: 2310101014] [Pembimbing: Subur] [Penguji 1: Yoko Tristiarto] [Penguji 2: Tri Siswantini] |
| Uncontrolled Keywords: | Marketing Strategy, Marketing Mix, Children's Savings, Bank BJB. |
| Subjects: | H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HG Finance |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) |
| Depositing User: | BERNADETA AMELIYA KASIH |
| Date Deposited: | 26 Aug 2026 03:56 |
| Last Modified: | 26 Aug 2026 03:56 |
| URI: | http://repository.upnvj.ac.id/id/eprint/50772 |
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