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• Main Author: AMELIA (NIM: 13403065) Pembimbing :Dr. Budiarto Subroto , FEMMY
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/15668
• Institution: Institut Teknologi Bandung

Credit Card Industry in Indonesia underwent a good growth, this is supported by the number of banks issuing credit card and the increasingly improved potency of Indonesian economy . The growing credit card industries are also accompanied by the number of retail stores receiving credit cards are increasingly growing such that it gives a privacy for credit card holders to use the credit card as an alternative for payment beside cash money To increase the competitive power of GE Money Indonesia, this problem has been studied by studying the customer’s perception of credit card issuer to understand the positioning of the issuer in customer’s mind based on the attributes that influenced the customer to choose issuer of credit cards. Beside that, this research measures the performance of credit card issuer based on the research’s attributes and identified customer preference on the reserach’s attributes. The end result is the formulation of the marketing mix 7P. <br /> <br /> <br /> <br /> <br /> The Marketing Mix that writer suggest based on the studies are: Product, better be carried out by the development fitur the more complete attribute; Price, maintained the free for life program, but supported with discount programs in merchants; Place, better pay attention to the distribution system and opened more often the counter in public places; Promotion, co-operate with the strategic business partner, as well as overseas programs. Process, better be carried out reengineering process to increase the speed and <br /> <br /> <br /> <br /> <br /> the service accuracy; People, made member get member program as well as the increase in the quality of the official in the service; Physical evidence, It is best to made customer center that was strategic and comfortable.