Majazi, Sevina Maituton and Susenohaji, SE., M.Si., Ak., CA., CRP., CGP. (2023) Preferensi Nasabah Terhadap Produk BTN Batara Dengan Menggunakan Marketing Mix. Diploma thesis, Universitas Brawijaya.
Abstract
PT. Bank Tabungan Negara, Tbk atau yang biasa dikenal dengan sebutan BTN merupakan salah satu industri perbankan yang berada dibawah naungan BUMN (Badan Usaha Milik Negara). Keberadaan BTN yang sangat melekat dengan kebutuhan masyarakat Indonesia ini membuat BTN memiliki banyak cabang yang tersebar di seluruh Indonesia yang salah satunya berada di Malang, Jawa Timur. Dalam menjalankan bisnisnya sebagai bank dengan identitas pembiayaan Kredit Pemilikan Rumah (KPR) yang sangat familiar di lingkungan masyarakat ini BTN tentu mengandalkan produk funding (simpanan) yang dimilikinya agar selalu likuid. Produk simpanan dari BTN KC Malang sendiri yang paling diminati oleh nasabah adalah tabungan BTN Batara. Adanya kecenderungan para nasabah terhadap produk BTN Batara selalu didasari oleh beberapa indikator. Disini penulis menggunakan konsep marketing mix 7P (Product, Price, Place, People, Promotion, Process, Physical evidence) sebagai sekumpulan indikator yang akan digunakan untuk mengetahui bagaimana preferensi nasabah terhadap produk BTN Batara. Hasil penelitian penulis yang telah diambil dari kuesioner menunjukkan bahwasanya dari ke-7 variabel/indikator yang digunakan dari konsep marketing mix terdapat 6 variabel yang dijadikan preferensi oleh nasabah BTN Batara KC malang, yaitu product, price, place, People, promotion, dan process. Sementara itu, variabel yang tidak dijadikan preferensi oleh nasabah BTN Batara KC Malang adalah physical evidence.
English Abstract
PT. Bank Tabungan Negara, Tbk or commonly known as BTN is one of the banking industry under the auspices of BUMN (Badan Usaha Milik Negara). The existence of BTN which is very attached to the needs of the Indonesian people has made BTN have many branches spread throughout Indonesia, one of which is located in Malang, East Java. In running its business as a bank with the identity of financing Housing Loans (KPR), which is very familiar in this community, BTN certainly relies on its funding products (savings) to keep it liquid. The savings product from BTN KC Malang itself that is most in demand by customers is the BTN Batara savings. The tendency of customers towards BTN Batara products is always based on several indicators. Here the author uses the 7P marketing mix concept (Product, Price, Place, People, Promotion, Process, Physical Evidence) as a set of indicators that will be used to find out how customers prefer BTN Batara products. The results of the author's research which were taken from the questionnaire showed that of the 7 variables/indicators used from the marketing mix concept, there were 6 variables that were made preferences by BTN Batara KC Malang customers, namely product, price, place, people, promotion, and process. Meanwhile, the variable that is not used as a preference by BTN Batara KC Malang customers is physical evidence.
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 0523170378 |
| Uncontrolled Keywords: | Preferences, Customers, Banking Savings Products, Marketing Mix.Preferensi, Nasabah, Produk Tabungan Perbankan, Marketing Mix. |
| Divisions: | Program Vokasi > Keuangan dan Perbankan |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 14 Mar 2024 01:12 |
| Last Modified: | 14 Mar 2024 01:13 |
| URI: | http://repository.ub.ac.id/id/eprint/217029 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
Sevina Maituton Majazi.pdf Restricted to Registered users only Download (3MB) |
Actions (login required)
 |
View Item |