Strategi Pemasaran Produk Kredit Multi Guna pada PT. Bank Sumut Kantor Cabang Utama Medan

Abstract

The purpose of this study is to determine the marketing strategy Multi Purpose Credit products at PT Bank Sumut Medan Main Branch Office. Bank Sumut is one of the local government banks whose business activities are channeling Multi Purpose Credit. This study aims to find out more clearly how the marketing strategy of Multi Purpose Credit at PT. Bank Sumut Medan Head Office. This study used a descriptive method. Data collection is carried out by conducting direct research, namely observation to the Bank Sumut Medan Main Branch Office. The results of the descriptive analysis show several indicators that credit distribution using the 7P strategy (Product, Price, Place, Promotion, People, Physical Evidence, and Process) has been implemented well but has some shortcomings that can be caused by several internal and external factors. The Bank's management must be very careful in giving some of its funds to debtors because there are many factors that cause credit that has the potential to become problematic so that the handling of financing customers must be stricter.