| dc.description.abstract | Current Account is an important indicator in the banking industry because it offers a stable source of cheap funds for banks, which will increase the profitability of the Bank. Current Account in banks is a checking account. This study aims to formulate strategies and policies in an effort to improve the current account of PT Bank Central Asia Tbk KCU Medan. The type of research used is qualitative research combining two analysis techniques, namely SWOT analysis with Systematic Literature Review or called (SLR). Data collection is in the form of observation, interviews and documentation. The informants in this study numbered 12 people. Data analysis is applied through SWOT
,Space Matrix and QSPM analysis. The results of the study indicate that the marketing strategy implemented by PT Bank Central Asia Tbk KCU Medan in increasing the number of current account customers is carried out using SWOT analysis to determine strengths, weaknesses, opportunities and threats. So that 20 alternative strategies were found that can be implemented through 5 (five) SO (Strengths-Opportunities) Strategies, 5 (five) WO (Weaknesses-Opportunities) Strategies, 5 (five) ST (Strengths-Threats) Strategies and 5 (five) WT (Weaknesses-Threats) Strategies. So based on the SWOT matrix table that can implement 20 strategy steps, there is a strategy that is a priority of the QSPM above on strengths and opportunities, namely by implementing the strategy "PT Bank Central Asia Tbk KCU Medan can increase the number of current account namely increasing promotion strategies,improving service quality, account product innovation, strategic partnerships, improving service technology”. The selection of this strategy is carried out through an assessment of the attractiveness (Attractiveness Score) obtained from various alternative strategies produced in the SWOT analysis. | en_US |
