PROPOSED MARKETING MIX STRATEGIES FOR INCREASING ACHIEVEMENT OF TARGETED PROFIT & THIRD PARTY FUND AT BANK XYZ BRANCH ABC

• Main Author: Irham, Bobby
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/34878
• Institution: Institut Teknologi Bandung

The banking industry in Indonesia plays a very important and strategic role for society. The main role of banking services is to perform the financial intermediary functions of collecting funds from the public, redistributes it to the community in the form of loan funds, as well as performing other banking services. Business opportunities and market share that become the banking market target in Indonesia are also still very much available, divided into industry variations, age classification, income level and economy, even lifestyle. PT Bank XYZ is one of the oldest banks in Indonesia, which began operating by providing banking financial services, since 1957. It continues to expand by adding Foreign Exchange functions, expanding branch networks, various products and services as well as developing information technology. PT Bank XYZ Branch ABC faced a business issue in the form of a decrease in the achievement of targeted profits and third party funds from 2015 to 2017. Both of these indicators are one of the core rating factors for branch business performance. This result places the ABC Branch in the last layer of the order of business performance among fellow XYZ Bank branches nationwide. One of the keys to staying in tightness in the banking business situation today is marketing. Therefore, this research was conducted to help Branch ABC establish a marketing strategy to increase the achievement of targeted profit and third party funds. This study uses qualitative methods by distributing questionnaires to targeted consumers with certain classifications. In addition, researchers conducted analysis of consumers, internal environment and external environment. After analyzing and processing the results of the questionnaire, the researcher formulated several recommendations for the company regarding marketing strategies to overcome the existing problems. The marketing strategy provided by improving internal transaction processing time, propose Intermediary Officer functions, improving the quality of solution content & delivery to customers, maximizing the use of echannel transactions, providing rewards & gifts to customers. The company is expected to complete the implementation of the strategy for the next 1 year.