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Anas Hidayat
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Journal : Jurnal Kewirausahaan dan Manajemen Bisnis CUAN

 1 
Strategi Pemasaran Kredit Kepemilikan Rumah (KPR) Pada Bank BTN Kantor Cabang Cilegon Di Tinjau Dari Analisis SWOT Dicky Firdaus; Anas Hidayat
Jurnal CUAN Universitas Nusa Nipa Maumere Vol 1 No 3 (2023): September : Jurnal Kewirausahaan dan Manajemen Bisnis CUAN
Publisher : Program Studi Kewirausahaan Universitas Nusa Nipa Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/cuan.v1i3.48

Abstract

BTN Cilegon Branch Office is a bank that provides mortgage products that are in demand by the public, especially those who don't have a place to live. However, as time goes by, many other banks provide KPR products, therefore the BTN Cilegon Branch Office is required to prepare more effective marketing strategies. The problem raised by the author in the context of this research is regarding how the marketing strategy for KPR BTN products is viewed from a SWOT analysis. The implementation of this research was at PT. Bank Tabungan Negara (BTN) Cilegon Branch Office and utilizes qualitative research methods, namely by the author describing problems based on various existing data and then analyzing them to conclude. The results of this research are that the marketing of KPR products by Bank BTN Cilegon Branch Office uses an analysis strategy that combines two external and internal factors into the SWOT Matrix: SO Strategy, in the form of establishing communication with developers and potential customers. ST's strategy, namely finding the right and good marketing to promote KPR Sejahtera products compared to other bank marketing. WO's strategy, namely promoting to a wide audience by using its advantages as the largest mortgage disbursing bank in mortgage financing. WT's strategy is to provide good understanding to potential customers and provide marketing to market mortgage products more effectively.
Co-Authors Adinda Viona Aurelia Alldila N.A. Setyaning Andi Septiaji Permana Asmai Ishak Asmirandi Noor Hudha Ayu Hema Ajeng Diwasasri Azka Syandria Sekar Maheswari Azzahra Nimas Allnesyabila Desrina Yusi. I Dicky Firdaus Dzaky Muhammad Dzulhijj Fadhil Rahmadani Faisal Harits Al Habib Fariza Altruista Pramadani Heristama Anugerah Putra Ian Phau Ivandeer Daffa Firstyansyah Jaya Addin Linando Josephine Roosandriantini Kalvin Setiawan Salim Karina Amalia Ningtyas Katherine Mizerski Khaerunisa Amalia Sofia Krisnina Dohan Limantara Lalu Supardin Lisa Listiyani Lucia Ina Trisjanti M Widyadhana Putra Nadhindra Mazda Halim Muhammad Farhan Muhammad Hafidz Sudibya Murdiyono Triwidodo Nisa Ulin Nawa Nur Aini Azzahra Rahmadani, Hana Novia Refi Primanda Roostika, Raden Roro Ratna Saddam Husein Sarah Salsabiela Suha Shaynaqu Asmi Putri Silvia Mardilla Sri Rejeki Ekasasi, Sri Rejeki Stefanus Prabani Setio syahputra, Rizky Tamamudin Virdiana Ramadhani Y.A Widriyakara setiadi Y.A. Widriyakara S Y.A. Widriyakara Setiadi Yusnia Hanna Yulistya Zaenal Arifin Zainul Muttaqin