Laily, Zajila (2023) Pemanfaatan Big Data Dalam Proyeksi Pemasaran Produk Kredit Konsumtif Di Masa Mendatang Berbasis Pendekatan Segmen Demografi Usia Di Bank Jatim Cabang Utama. Diploma thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
This research was conducted by considering the importance of marketing projections for business competition. The effectiveness of marketing projections can be increased by using Big Data as a basis for preparing projections in the marketing strategy of business units. By using a qualitative approach that presents data in a narrative arrangement. The data used in this research is primary data obtained directly from the information retrieval process through interviews with several key informants. The data that has been obtained is then reduced and simplified to be presented in this study. Big Data is a broad and unlimited collection of information. In the development of technology in the business world, Big Data has an important role in banking. Big Data has an effect as a basis for making decisions in projecting marketing. In this research, the projections focused on the age demographics of the customers are adjusted to the existing consumer credit products at Bank Jatim. From the utilization of Big Data carried out by Bank Jatim, it was found that marketing activities became easier, more effective and on target. This is one of the marketing strategies that can be carried out by Bank Jatim to achieve the target and even exceed the achievement target. Keywords: Marketing strategy, marketing projections, consumer credit, Big Data, and age demographics
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | 300 - SOCIAL SCIENCE > 330 - 339 ECONOMICS > 332 - FINANCIAL ECONOMICS > 332.12 - BANKS & BANKING |
| Divisions: | Finance and Banking Diploma > Practice Working Report |
| Depositing User: | ZAJILA LAILY |
| Date Deposited: | 21 Dec 2023 02:19 |
| Last Modified: | 21 Dec 2023 02:19 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/11693 |
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