PENERAPAN STRATEGI BAURAN PEMASARAN (MARKETING MIX)udDALAM MENINGKATKAN JUMLAH NASABAH PRODUK TABUNGAN udSEMBADA PLUS PADA PD. BPR BANK DAERAH KARANGANYAR

摘要

Banking is one of important sectors to the national economic development. udThis role is manifested in its main function as intermediation institution. In udaddition to its function as fund collector and loan distributor, Bank is just like udother profit-oriented companies. Bank usually gets its income from interest, loan udprovision, commission, and others as the result of bank transaction. Recognizing udthe marketing strategy of bank based on the advantage of saving product is felt as uda need that should be met by the bank; in this case Sembada Plus saving product. udIt aims to improve the number of customers. The object of research was Sembada udPlus saving product of PD. BPR Bank Daerah Karanganyar.udThe result of research showed that the strategy applied in PD. BPR Bank udDaerah Karanganyar was marketing mix. The controllable variable or activity was udcombined and coordinated by the company effectively, in performing its udmarketing. The number of sembada saving’s customers increased constantly in ud2008-2012 period. The component of marketing mix strategy applied to Sembada udPlus saving product of PD. BPR Bank Daerah Karanganyar had changed the udconsumer behavior in making decision and loyalty to save in Sembada saving.udThe recommendation was that there should be socialization and approach udto the society to generate the public’s trust in PD. BPR Bank Daerah Karanganyar. udIn addition, PD. BPR Bank Daerah Karanganyar should take into account the udinterrelatedness of marketing mix strategy components consisting of 4 variables: udProduct, Price, Place and Promotion.