Strategi Peningkatan Penyaluran Kredit Segmen Commercial & Corporate pada PT Bank Mestika Dharma Tbk

Abstract

Align with the development of banking growth in Indonesia, it has led to intense competition between one bank and another to be able to support and accommodate the needs and requests of customers. This research aims to determine the most affecting elements of the marketing mix that can increase the distribution of commercial and corporate lending at PT Bank Mestika Dharma, Tbk, and to recommend effective policies and strategies that can be implemented by the management of Bank Mestika Dharma. The marketing mix variables used in this study consist of the 7Ps, namely product, price, place, promotion, people, process, and physical environment. This is descriptive research with a causal type using a quantitative approach. This research is ca"ied out by giving questionnaires to be filled by commercial and corporate debtors of Bank Mestika Dharma and then evaluating the results of the questionnaire. The population in this research is 141 commercial and corporate debtors of PT Bank Mestika Dharma, Tbk and the number of samples taken is 104 debtors, which are determined by probability sampling with a simple random sampling technique. The data analysis technique in this research employs multiple linear regression analysis techniques using SPSS 22 software. The results show that the most affecting marketing mix variables partially are price, product, and process variables. Simultaneously, all marketing mix variables affect the debtor's decision to take a loan at Bank Mestika Dharma. The research results indicate that, in terms of price and process variables, Bank Mestika can implement a cost leadership strategy by evaluating the entire value chain related to the distribution of lending. In terms of product variables, it can apply market development strategies and product development to get debtors' decisions to take a loan at Bank Mestika Dharma so that it has an impact on increasing the distribution of lending.