KAJIAN STRATEGI PEMASARAN BRITAMA (STUDI KASUS DI KANCA BRI BOGOR)

SARDJONO, HERU (2001) KAJIAN STRATEGI PEMASARAN BRITAMA (STUDI KASUS DI KANCA BRI BOGOR). Masters thesis, Institut Pertanian Bogor.

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Official URL: http://www.elibrary.mb.ipb.ac.id

Abstract

The purposes of this research are : I. to identify character of Britama's custoniers ; 2. To identifly customers' behavior and perception to Britama; 3. to do SWOT analysis to BRI and Britama prodirct; 4. to arrange reconrmendation fir Britama's Marketing Straregy to be implenmented by Branch office in Bogor. This research is done by using method of case study of BRl Branch Office In Bogor. The Primary data is goined from the result of an interview and the questioners from both internal and external environment of the company and from the customer's perception by distributing questioners to as such as 101 Britama respondents and 50 other bank' respondents. Secondary data is gained from the result of references and from internal data of company. The sampling method used in this research is Strutied Proportional Accidental Randoni Sampling. While, for other banks by using quota accidental Random Sampling. The data analvsis used behavior analysis, customers perception and SWOT analysis. From the result of this research, it can be seen that Britama custumer’s tend to come from aged people, from certain economic social scale and from low to medium level of sociery. Based on behavioral analysis on respondents. Britama custoniers who are olso customers of other bank as much as 42.5%, while customers of other banks as niuch as 52%. Based on the reason of the customers to save money in the bank 55.2% out of them is because their money is safe, 26% with the reason to take profit from bank facility. BRI is perceived by customer os an experienced bank and as the safest bank. Service of BRI is perceived slow especially in the department of teller. Bosed on SWOT analysis, Britama product is considered stable, therefore, the recomended strategy is market penetration and product development. Front this research, it can be concluded that Britama customers are relatively coming from aged people ond from low to medium level society. The customers choose Britama due to its safely The basic needs that are not fulfield yet are the number of. ATM. The recommended strategv is market penetration, namely: increasing the number of teller. the integrated on line service from branch to BRl Unit and product development by increase product qualiy, and the provision of payment facilily such as debit card, phone banking and internet banking.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Pemasaran BRITAMA, Kantor Cabang PT Bank Rakyat Indonesia (Persero) Bogor, Analisis Survey Konsumen, SWOT, Strategi, Product Development, Market Penetration.
Subjects: Manajemen Pemasaran
Depositing User: Staff-3 Perpustakaan
Date Deposited: 28 Dec 2011 06:32
Last Modified: 28 Dec 2011 06:32
URI: http://repository.sb.ipb.ac.id/id/eprint/355

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