Strategi Pemasaran untuk Meningkatkan Nasabah Kredit Pensiun pada PT Bank BTPN KC Medan

Abstract

Marketing strategy is very important for banks because in marketing their products to the public or customers, marketing strategy efforts are needed to obtain a large number of customers. This study aims to determine the marketing strategy of BTPN KC Medan in increasing pension credit customers. This research uses descriptive qualitative research with primary and secondary data sources. The results of the research obtained the development of pension credit is now in an upward condition, marketing strategies to increase BTPN KC Medan pension credit customers include product strategies such as having their own advantages, price strategies are carried out by equalising loan interest rates with other competing banks, and promotional strategies carried out include sales calls, direct visits, offering pension credits to dapen-dapen, establishing cooperation with dapen administrators and going to the field to interact and communicate directly with customers. The constraints of the marketing strategy faced are the many competing banks engaged in the pension sector and the solution to overcome these obstacles is to strengthen cooperation and increase friendship with dapen officers.