Falah Rachmad Darmawan, . (2025) STRATEGI PEMASARAN (BPR) RAMA GANDA BOGOR DALAM MENDUKUNG PERKEMBANGAN UMKM. Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This final project aims to examine the digital marketing strategies implemented by People's Credit Banks (BPR), identify supporting and inhibiting factors, and assess their impact on increasing competitiveness in the digital era. As the financial industry undergoes digital transformation, BPRs are required to adapt by utilizing effective and efficient marketing technologies. This research employs a qualitative approach through literature studies and interviews with employees of BPR Rama Ganda in Bogor City. The findings indicate that BPR's digital marketing strategies include the use of social media, an official website, and the development of mobile banking services. Key supporting factors are management awareness and positive customer response, while inhibiting factors include limited human resources, technology infrastructure, and digital marketing budget. These strategies have had a positive impact on improving BPR's visibility, ease of access to information, and modern institutional image, although the increase in customer numbers remains limited. The success of these strategies requires further improvement in digital content quality, customer education, and the development of technology-based services.
| Item Type: | Thesis (Tugas Akhir) |
|---|---|
| Additional Information: | [No. Panggil: 2210101028] [Pembimbing: Subur] [Penguji 1: Agus Kusmana] [Ketua Penguji: Mira Rahmi] |
| Uncontrolled Keywords: | People's Economic Bank, Marketing Strategy, Competitiveness, Digitalization |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HG Finance H Social Sciences > HJ Public Finance |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) |
| Depositing User: | FALAH RACHMAD DARMAWAN |
| Date Deposited: | 09 Sep 2025 00:58 |
| Last Modified: | 09 Sep 2025 00:58 |
| URI: | http://repository.upnvj.ac.id/id/eprint/40230 |
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