Suhermin, Suhermin (2025) Strategi Bauran Pemasaran Untuk Meningkatkan Kinerja Kredit Di PT BPR Bank Tulungagung Perseroda. Masters thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to analyze the influence of the marketing mix strategy, which includes product, price, place/location, promotion, people, process, and physical evidence, on credit performance at PT BPR Bank Tulungagung Perseroda. The study uses a quantitative approach with a causality research design to examine the relationships between variables. Research data were obtained through the distribution of questionnaires to 340 respondents consisting of bank customers and employees, then analyzed using statistical analysis techniques with the assistance of IBM SPSS Statistics 25. Prior to analysis, the research instruments were tested through validity and reliability tests, in which all statement items were declared valid as they had calculated r values greater than the r table (0.106) with a significance level of < 0.05 and reliable with Cronbach's Alpha values above 0.70. The results of the study indicate that simultaneously the marketing mix strategy has a positive and significant effect on the credit performance of PT BPR Bank Tulungagung Perseroda, while partially the product, promotion, and process variables have the most dominant influence in improving credit performance. These findings indicate that improving the quality of credit products, effective promotion strategies, and fast and efficient service processes are capable of driving increases in credit distribution and the bank's credit quality. The implications of this study indicate that BPR management needs to optimize the implementation of an integrated marketing mix strategy by emphasizing product innovation, improving service quality, and the efficiency of the credit process in order to improve competitiveness and credit performance on a sustainable basis. Source: thesis document on Marketing Mix Strategy to Improve Credit Performance at PT BPR Bank Tulungagung Perseroda.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 300 - SOCIAL SCIENCE > 330 - 339 ECONOMICS > 332 - FINANCIAL ECONOMICS > 332.12 - BANKS & BANKING |
| Divisions: | Magister of Management |
| Depositing User: | SUHERMIN SUHERMIN |
| Date Deposited: | 22 Jun 2026 01:51 |
| Last Modified: | 22 Jun 2026 01:51 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/14181 |
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