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STRATEGI PEMASARAN UNTUK PENINGKATAN KREDIT KENDARAAN BERMOTOR (KKB) PADA SENTRA KREDIT KONSUMER (SKK) PT. BANK RAKYAT INDONESIA, Tbk. KANWIL MALANG

KUMALA, NUR (2015) STRATEGI PEMASARAN UNTUK PENINGKATAN KREDIT KENDARAAN BERMOTOR (KKB) PADA SENTRA KREDIT KONSUMER (SKK) PT. BANK RAKYAT INDONESIA, Tbk. KANWIL MALANG. Other thesis, Universitiy of Muhammadiyah Malang.

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Abstract

This study aims to determine amount decrease of motor vehicle credit, the general strategy adopted by Sentra Kredit Konsumen (SKK) PT. Bank Rakyat Indonesia, Tbk (PT. BRI Tbk.) as well as strategies to increase the amount of lending motor vehicle credit. In this research the researcher uses descriptive qualitative and descriptive quantitative reseach. To collecting the data, the researcher used three kinds of data technique, they were: interviews, observation and documentation. Interviews with relevant parties regarding the issues to be discussed, observation use to observing the activity and condition of the object under the study and documentation is recorded, reading and analyzing documents would be credible. From the results of this study is explained that SKK PT. BRI, Tbk have a general strategy in marketing the product KKB, as well as the determination of marketing strategy at SKK PT. BRI Tbk using SWOT analysis which includes analysis of Iinternal factors or Internal Factor Analysis Summary (IFAS) is analysis of the strength and analyzes the weakness) as well as the analysis of external factors or External Factor Analysis Summary (EFAS) that analyzes the Opportunity and analysis of the Threat. Based on this research, the conclusion of this thesis is SKK PT. BRI Tbk should increase the strength, taking the opportunity to increase the KKB and suppresses the weaknesses and threats from competitors. Beri Komentar ?#(0) | Bookmark

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics > Diploma of Banking and Finance (61406)
Depositing User: Denyta Saputri
Date Deposited: 23 Mar 2016 08:08
Last Modified: 23 Mar 2016 08:08
URI : http://eprints.umm.ac.id/id/eprint/21879

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