Laraswati, Tania Putri (2026) Penerapan Strategi Pemasaran Dalam Meningkatkan Realisasi Kredit Multiguna PT Bank Pembangunan Daerah Jawa Timur Tbk (Bank Jatim) Kantor Cabang Pembantu Tambak Rejo Surabaya. Diploma thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to analyze the implementation of marketing strategies for Multipurpose Loans, their relationship with the development of loan realization, and the factors supporting their successful implementation at Bank Jatim Tambak Rejo Sub-Branch Office, Surabaya. This study employed a descriptive qualitative method, with data collected through interviews, observations, and documentation involving five informants. The findings show that the marketing strategies were implemented through Segmentation, Targeting, and Positioning (STP), the 7Ps Marketing Mix, Personal Selling, Relationship Marketing, and Customer Relationship Management (CRM). In 2025, the Multipurpose Loan realization amount increased by 13.29%, from IDR 81.84 billion to IDR 92.72 billion, while the number of accounts increased by 31.57%, from 1,397 to 1,838 accounts. However, the average loan amount per account decreased by 13.89%. Supporting factors included engagement with institutions, interdepartmental coordination, administrative completeness, prudent lending practices, and market expansion.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | 300 - SOCIAL SCIENCE > 330 - 339 ECONOMICS > 332 - FINANCIAL ECONOMICS 300 - SOCIAL SCIENCE > 330 - 339 ECONOMICS > 332 - FINANCIAL ECONOMICS > 332.12 - BANKS & BANKING |
| Divisions: | Finance and Banking Diploma |
| Depositing User: | TANIA PUTRI LARASWATI |
| Date Deposited: | 28 Sep 2026 03:40 |
| Last Modified: | 28 Sep 2026 03:40 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/14461 |
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