Model prediksi waktu top up debitur kta sebagai strategi crm pt bank mandiri (persero) tbk

Agustino, Andrie (2017) Model prediksi waktu top up debitur kta sebagai strategi crm pt bank mandiri (persero) tbk. Masters thesis, Institut Pertanian Bogor.

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Abstract

Increasing customer experience through good database management becomes very important in the era of a tough retail banking competition in the past 5 years especially in the personal loans market competition. Through good database management, banks can understand the transaction pattern and customer behavior in each bank service’s contact point. This research tries to know the prediction time of Bank Mandiri debtor in proposing personal loans top up based on socioeconomic variable by using secondary data of Bank Mandiri. In addition, it is also necessary to know the category of personal loans debtors that become the priority offered by the marketer so that the implications become more effective and efficient than the previous offering pattern by the telemarketer. The research method is using survival analysis because there are time parameter in personal loans top up which later to know socioeconomic factor that influence to personal loans top up and also further opportunity of time debtor to do top up. The result of the research showed that based on survival analysis, the socioeconomic factors that influence the debtor to top up personal loans at the confidence level of 5% are Age, Marital Status, Number of Dependent, Status of Residence, Education, Region, Job Type, Length of Work, Salary, DBR, Credit Period, and Credit Limit. Only Gender which has no effect on personal loans top up. Opportunity of the debtor to propose personal loans top up at the event time of 0 to 6 months after credit disbursement is 0%. Then from the seventh month of credit disbursement, the odds are higher with the highest top up opportunity on average debtor occurring in the 48th month since credit disbursement is 15%. The managerial implication in this research is the priority of personal loans top up offered from 3 categories of debtor combination, the main priority is category 3 (122.897 debtors) because it has an top up opportunity in the 48th month is 28%, the highest probability compared to the other categories of debtors as well as the average of all debtors. The findings in this study are expected to be useful for marketers of Bank Mandiri in developing personal loans products and also in preparing a more targeted marketing strategy so that more effective and efficient for the banks. In addition, the expected implication is that the customer experience will be better because the product will developed more customer centric.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Bank Mandiri, CRM, KTA, Survival Analysis, Top Up Bank Mandiri, CRM, Personal Loans, Survival Analysis, Top Up
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 14 Mar 2018 01:09
Last Modified: 14 Mar 2018 01:09
URI: http://repository.sb.ipb.ac.id/id/eprint/3041

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