Strategi Pemasaran Kredit Pensiun Menggunakan Analisis SWOT di PT. Bank Mandiri Taspen KCP Iskandar Muda Medan

Abstract

The pension marketing strategy using SWOT analysis is realized because it can be an alternative to fulfill the needs of the retired community. This research aims to determine the marketing strategy designed by Bank Mandiri Taspen KCP Iskandar Muda Medan in marketing pension credit products. This research uses qualitative methods and data collection is carried out using interview techniques. The results of this research indicate that the credit marketing strategy designed by Bank Mandiri Taspen KCP Iskandar Muda Medan applies the 7P marketing mix, namely product, price, place (place or distribution channel), promotion, people. ), physical evidence, and process as well as the character, capacity, capital, collateral and condition of the debtor. The pension credit marketing strategy using SWOT analysis from 2018-2022 has been effective and well implemented. However, there are still strengths, weaknesses, opportunities and threats faced by the bank because these cannot be eliminated but can be minimized. All the results of the SWOT analysis faced can also be minimized by Bank Mandiri Taspen KCP Iskandar Muda Medan. Therefore, in the future, Bank Mandiri Taspen KCP Iskandar Muda Medan will further improve its marketing strategy for pension credit and services in order to increase customer loyalty and comfort.