Naia Andira Syahidinna, . (2025) STRATEGI PEMASARAN PT. BANK TABUNGAN NEGARA (PERSERO) TBK. DALAM MENDUKUNG PROGRAM SEJUTA RUMAH. Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The purpose of this study is to analyze the marketing strategy used by Bank Tabungan Negara (BTN) to support the One Million Houses Program implemented by the government. The program's goal is to provide a safe and healthy environment for people suffering from poverty. As a bank focused on business transformation, BTN maintains strategic operations through various marketing tactics, such as market segmentation, promotion of subsidized mortgage products, collaboration with developers, and optimization of traditional and digital distribution channels. The methodology used in this study includes the 7P mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence). This is a qualitative descriptive study that collects data through documentation and literature studies. The results show that BTN's marketing strategy focuses on creating value for consumers with an integrated communication approach and services that are adaptive to the needs of the target market. The implementation of this strategy has proven effective in increasing the realization of subsidized housing financing and expanding the reach of BTN's services to the wider community. These findings are expected to serve as a reference for other financial institutions in supporting the national housing program in a sustainable manner.
| Item Type: | Thesis (Tugas Akhir) |
|---|---|
| Additional Information: | [No. Panggil : 2210101004] [Pembimbing : Suharyati] [Penguji 1 : Diana Tri Wardhani] [Penguji 2 : Agus Kusmana] |
| Uncontrolled Keywords: | Marketing Strategy, State Savings Bank, One Million Homes Program, 7P, Subsidized Mortgage, Public Housing |
| Subjects: | J Political Science > JC Political theory Q Science > Q Science (General) Q Science > QH Natural history |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) |
| Depositing User: | NAIA ANDIRA SYAHIDINNA |
| Date Deposited: | 06 Aug 2025 06:56 |
| Last Modified: | 06 Aug 2025 06:56 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38772 |
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