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All Journal Business Perspective Journal
Melan Susanti Purnamasari
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Economics, Econometrics & Finance

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ANALISIS UPAYA PEMASARAN (MARKETING EFFORTS) BERDASARKAN SEGMENTASI PASAR DARI ASPEK GENDER TABUNGAN BRITAMA PADA PT. BANK RAKYAT INDONESIA (Persero) Tbk KANTOR CABANG METRO Melan Susanti Purnamasari
Business Perspective Journal Vol. 1 No. 2 (2017): Jurnal Perspective Business
Publisher : Prodi Administrasi Bisnis FISIP Universitas Tulang Bawang Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (113.277 KB) | DOI: 10.37090/jpb.v1i2.24

Abstract

The economic crisis has made a lot of banks find difficulty in maintaining the customers to have always made use of banking service. It’s suggested that marketing efforts which could understand the customers desire more need to be made so that the relation between the bank and the customers would increase and it will contribute to the profit. The result of analysis shows that for female, the variables of price marketing mix (X2), employees (X5), and process (X6) are significantly influenced the length of savings time, while the variables of product (X1), promotion (X3), place (X4), and physical infrastructure (X7) are not significant. On the other hand, for male, only two variables, i.e. employees (X5) and process (X6) show significant influenced to the length of saving time while the variables of product (X1), price (X2), promotion (X3), place (X4), and physical infrastructure (X7) are not significant. Keyword: Marketing Efforts, Market Segmentation.
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