Analisis Strategi Pemasaran dalam Meningkatkan Jumlah Nasabah Produk Tabungan Pada PT Bank Perkreditan Rakyat (BPR) Pijer Podi Kekelengen Cabang Simpang Selayang Medan

Abstract

The purpose of this study was to analyze the effect of marketing strategies, namely product, price, place, and promotion, on increasing the number of customers at PT. Bank Perkreditan Rakyat Pijer Podi Kekelengen Simpang Selayang Branch. The research method used was data collection, data processing, data analysis, and data presentation so that the results presented were scientific and accountable. The results of the study indicate that the product variable has a significant effect on increasing the number of customers, with the t-value > t-table (3.844 > 1.985), so H1 is accepted, meaning that the product has a partial effect on increasing the number of customers. The Price variable significantly influences the increase in the number of customers, with the t-calculated value > t-table (9.701 > 1.985), so H1 is accepted, meaning that price partially influences the increase in the number of customers. Together, the variables of product, price, promotion, and distribution have a significant effect on the increase in the number of customers, with the calculated F value > the table F value (72.874 > 3.09), so H1 is accepted, meaning that simultaneously, product, price, promotion, and distribution have a significant effect on the increase in the number of customers. Based on the above conclusions, it is recommended that the company make efforts to maintain or improve its methods of increasing the number of customers by using effective promotions for borrowers, offering affordable prices, strategic locations, and high-quality products.