Strategi Peningkatan Penghimpunan Dana Produk Giro pada PT Bank Central Asia Tbk KCP Pusat Pasar Medan

Abstract

The condition of business competition that is increasingly competitive nowadays requires banks to be able to determine more precise and accurate marketing policies. This research is conducted to determine the effect of service marketing mix strategy which consists of the 7Ps namely Product, Price, Place, Promotion, People, Process, and Physical Evidence on customer decisions in using PT. Bank Central Asia Tbk KCP Pusat Pasar Medan. This is descriptive and causal research using a quantitative approach. Research data are collected through a questionnaire aimed at customers who use BCA Giro (current account) products. The sample data obtained are 131 current account customers at the BCA KCP Pusat Pasar Medan. The data analysis technique employs in this research is multiple linear regression analysis using SPSS 26 software. Based on the results of data processing, there are two variables, namely Price and Promotion that partially have a significant eject on customers’ decisions to use BCA current account products. This has an impact on increasing the collection of current account products at the BCA KCP Pusat Pasar Medan. This research is expected to provide input to management of the BCA KCP Pusat Pasar Medan to formulate and implement appropriate strategies to increase the collection of funds for BCA’s current accounts product.