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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Raden Roro Ratna Roostika
Program Studi Manajemen, Fakultas Bisnis dan Ekonomika, Universitas Islam Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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The Impact Of Digital Marketing Strategies On Mortgage Products To Increase The Number Of Customers At Bank Tabungan Negara Semarang Branch Office Akhva Dhani Dwi Tama; Raden Roro Ratna Roostika
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 4 (2025): Oktober
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i4.8086

Abstract

One of the basic human needs that is very important for human life is a house, which makes it one of the priorities in social development. Therefore, Home Ownership Credit (KPR) becomes a solution that allows the community to easily own a house. This research aims to determine the effectiveness of digital marketing on subsidized and non-subsidized mortgage products in increasing customers at PT Bank Tabungan Negara (BTN) Kc Semarang. This research uses a qualitative method. For the research data sources, it employs primary and secondary data obtained through interviews, observations, documentation, internet searching, books, and journals. The results of this study indicate that digital marketing for mortgage products is very effective in increasing customers.
Analysis Of Marketing Strategy In The Strategic Business Division Of Government And Institution At Pt Surveyor Indonesia Syarifah Beanaiaputihati; Raden Roro Ratna Roostika
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 4 (2025): Oktober
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i4.8117

Abstract

The Testing, Inspection, and Certification (TIC) industry plays a crucial role in driving economic growth, especially in an ever-evolving market. PT Surveyor Indonesia’s Strategic Business Division for Government and Institution is a key player in this sector, requiring effective strategies to capitalize on its strengths and address weaknesses to maintain competitiveness. This study aims to analyze both internal and external factors impacting the division’s marketing strategy and to identify the most effective strategic alternatives for its development. A qualitative research approach was employed, using purposive sampling and a descriptive-qualitative methodology. Analytical tools such as the Internal Factor Evaluation (IFE) matrix, External Factor Evaluation (EFE) matrix, Internal-External (IE) matrix, SWOT analysis, and Quantitative Strategic Planning Matrix (QSPM) were used. The results indicate that the division falls under the Growth and Build category in the IE matrix, implying that strategies like market penetration, market development, service diversification, and strategic partnerships are the most effective in strengthening its position in both domestic and global markets. These findings provide key recommendations for enhancing the division’s competitiveness and ensuring sustainable growth in the TIC industry.
Co-Authors Akhva Dhani Dwi Tama Syarifah Beanaiaputihati