ANALISIS STRATEGI PEMASARAN PADA PRODUK PEMBIAYAAN KESEJAHTERAAN PEGAWAI (PKP) DI BANK JAWA BARAT DAN BANTEN SYARIAH

Anggraini, Rini (2022) ANALISIS STRATEGI PEMASARAN PADA PRODUK PEMBIAYAAN KESEJAHTERAAN PEGAWAI (PKP) DI BANK JAWA BARAT DAN BANTEN SYARIAH. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

Companies and banks are required to be able to make marketing strategies in
providing or improving services to customers so that the company's goals can be
achieved. The applied marketing strategy must be reviewed and developed in
accordance with market developments and the market environment. The purpose of
this study is to determine the Marketing Strategy Analysis of Employee Welfare
Financing Products (PKP) at Bank Jawa Barat and Banten Syariah Sub-Branch Office
Cikarang. This study uses a combination method (Mix Methods). Data is analyzed
through SWOT analysis.
From the research results show that there are internal factors and external
factors of Bank BJB Syariah KCP Cikarang in marketing the product of Employee
Welfare Financing (PKP). Bank BJB Syariah KCP Cikarang in marketing Employee
Welfare Financing (PKP) products applies a 4P Marketing mix, namely Product,
Price, Place and Promotion.
Based on the results of the scoring weighting that has been done through the
IFE matrix and the EFE matrix, it is known that the identified internal factors and
external factors are 1.02 and -0.08, so the results are that Bank BJB Syariah KCP
Cikarang is in quadrant 2 position where Bank BJB Sharia KCP Cikarang in marketing
PKP products is in a strong position but still has to face challenges or threats.
Marketing strategy analysis resulting from the SWOT analysis method with the SWOT
matrix conducted by Bank BJB Syariah KCP Cikarang in the face of competition with
other banks that have similar financing products, namely by creating a strong Brand
Image, increasing PKP product promotions both through publications and
socialization.
Keywords : Marketing Strategy, PKP, IFE, EFE And SWOT Analysis

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