Tanky, Emy (2026) Peran Account Officer dalam Meningkatkan Pemasaran Produk Funding & Lending Perbankan pada BPR. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
The increasingly fierce competition in the banking industry demands that every financial institution, including Bank Perekonomian Rakyat (BPR), implement effective marketing strategies to attract and retain customers. The limited product and service offerings of BPRs make a relationship-based marketing approach and personalized service crucial for enhancing competitiveness. In this context, Account Officers play a strategic role as the marketing spearhead, interacting directly with customers through prospecting, maintaining, selling, and monitoring activities. This research employed a descriptive qualitative approach with data collection techniques including interviews, observation, and documentation. The results indicate that the success of marketing banking products and services is significantly influenced by communication skills, service quality, and the Account Officer's understanding of customer needs. On the other hand, there are obstacles such as limited human resources, high levels of competition, and increasingly dynamic customer behavior changes. To overcome these challenges, Account Officers implement strategies that involve a personal approach, improving service quality, and strengthening long-term relationships with customers. The role of Account Officers has been proven to contribute significantly to increasing the effectiveness of marketing banking products and services at BPRs.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 300 - SOCIAL SCIENCE > 330 - 339 ECONOMICS > 332 - FINANCIAL ECONOMICS > 332.17 - BANKING SERVICES 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.85 - PERSONAL SELLING |
| Divisions: | Bachelor of Management |
| Depositing User: | EMY TANKY |
| Date Deposited: | 26 May 2026 03:17 |
| Last Modified: | 26 May 2026 03:17 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/14212 |
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