Analysis of Marketing Strategy for Pension Fund Savings Products in Improving Purchase Decisions for Customers of PT Bank Negara Indonesia (Persero) Tbk Manado Branch Office
DOI:
https://doi.org/10.51699/ajdes.v16i.461Keywords:
Product, Place, Promotion, Physical Evidence and Purchase DecisionAbstract
The development of economic progress in the world today is followed by the increasing public need for the existence of a banking system, especially in the field of economic financing. Banking is one of the institutions that play a very important role in the economy of a country. The more developed the pattern of people's lives and the economic transactions of a country, the more it is necessary to increase the role of the banking sector through the development of its service products. Many financial institutions, including banks, offer various types of attractive products and facilities, thereby increasing competition in each financial institution and in general these products and facilities are utilized by people at all age levels, from children to the elderly. This study discusses the marketing strategy of the Pension Fund savings product in improving purchasing decisions. DPLK BNI is one of the business units of Bank BNI with a product called BNI Simponi (BNI Pension Savings) which provides pension program solutions for all levels of society regardless of their profession who wants to prepare themselves for prosperity in old age. In its operation, BNI DPLK acts as a trustee who collects contributions from participants, manages and develops funds optimally and professionally while taking into account the precautionary principle, thereby providing a sense of security for BNI DPLK participants. , promotions and physical evidence have an effect on purchasing decisions. The analytical method used is the validity test.
References
Ainun, 2019, The Effect of Marketing Mix Strategy on Decisions to Purchase Financing Products at PT Bank Pemfundan Rakyat Syariah Puduarta Insani Medan,http://repository.usu.ac.id
Buchari Alma., 2016 Marketing Management and Service Marketing. Bandung. Alphabet
Dwi Priyatno, 2008. Independent Learning SPSS (For Data Analysis and Statistical Test), Yogyakarta: MediaKom.
Febrian, Angga; Cinthia Annisa; Vina Hapsari, 2019. Marketing strategy in influencing purchasing decisions through intention as mediation. Economic Studies Bulletin. Vol. 24 No. 2, August 2019
Firmansyah, MA (2019). Product and Brand Marketing: Planning and Strategy. Qiara Media Publisher.
Gujarati, Damodar. 2003. Basic Econometrics. T/translated by Sumarno Zein. Jakarta: Erlangga.
Ghozali, Imam, 2009, Application of Multivariate Analysis with the SPSS Program, Semarang: Diponegoro University Publishing Agency, Vol.100-125.
Ghozali, I (2011). Application of Multivariate Analysis With IBM SPSS 19 Program. Fifth Edition, Publisher of the Diponegoro University Publishing Agency, Semarang
Ghozali, Imam. 2005. Application of Multivariate Analysis with SPSS. Semarang: UNDIP Publishing Agency
Hurriyati, Ratih. 2015. Marketing Mix and Consumer Loyalty. Bandung : Alphabeta
Imanulloh H, 2020. Qualitative Descriptive Research.https://www.tripven.com/penelitian-descriptive-qualitatif/
Ivy Wambui Macharia, 2017, Influence Of Promotional Mix Elements On Brand Loyalty In The Kenyan Banking Sector; The Case Study Of Nic Bank LTD, Harambee Avenue Branch, Nairobi, United States International University Africa
Kaluku, Mandey, Soepeno, 2018, Promotion Mix Analysis of Customer Decisions to Use Superior Products at Bank Syariah Mandiri Manado Branch, EMBA Journal: Journal of Economic Research, Management, Business and Accounting
Khairina AR (2016) Effect of Price, Location and Physical Evidence on Consumer Decisions in Choosing Harun Square Hotel Services in Lhokseumawe City. VISIONARY & STRATEGIC JOURNAL. Volume 5, Number 2, September 2016.file:///C:/Users/User/Downloads/216-443-1-SM.pdf
Kotler, Philips and Gary Armstrong, 2016. Marketing Management 16 edition. New Jersey: Pearson
Kotler, Philip and Gary Armstrong. 2018. Principles of Marketing. Edition 15 Global Edition. Pearson.
Kotler, Philip and Kevin Lane Keller, 2016. Marketing Management, 15th Edition, Pearson Education, Inc.
Kankaew, K., Yapanto, LM, Waramontri, R., Arief, S., Hamsir, Sastrawati, N., & Espinoza-Maguiña, MR (2021). Supply chain management and logistics presentation: Mediation effect of competitive advantage. Uncertain Supply Chain Management, 9(2), 255–264. https://doi.org/10.5267/j.uscm.2021.3.007
Laksana, MF (2019). Practically Understanding Marketing Management. Sukabumi: CV Al Fath Zumar
Leopold Merik, Guasmin, Nasrulhak Akkas, 2021. International Journal of Health, Economics, and Social Sciences. Analysis of the Effect of Marketing Mix on Consumer Decisions to Use Service Services at Anugerah Perdana Palu Official Workshop, https://jurnal.unismuhpalu.ac.id/
Manullang and Hutabarat. 2016. Marketing Management in Global Competition. Yogyakarta: Indomedia Pustaka.
Merik, Guasmin, Akkas, 2021, Analysis Of The Effect Of Marketing Mix On Consumer Decisions To Use Service Services At Anugerah Perdana Palu Official Workshop, International Journal of Health, Economics, and Social Sciences, https://jurnal.unismuhpalu.ac.id/
Muhamad Rahman, Ratna Widayati, 2019. Marketing activities of savings products at PT. BPR Rangkiang Denai Payakumbuh Barat.
Moh. Adam, Rafidah and Mubyarto (2021), The Effect of Promotion, Trust and Price on Customer Decisions to Use Hajj Savings Products at PT. Bank Muamalat Jambi.repository.uinjambi.ac.id
Moh Fauzan, 2019,The Effect of Promotional Mix on Customer Decisions in Using ib Hasanah Savings at PT. BNI Syariah Palu Branch,Journal of Islamic Banking and Finance.
Natsir Abdul Syukur, 2019. The effect of marketing strategy and company image on interest in saving.
Nur Ainun, 2019. The Effect of Marketing Mix Strategy on Decisions to Purchase Financing Products at PT Bank Pemfundan Rakyat Syariah Puduarta Insani Medan.
Peter, J Paul and Jerry C Olson. 2013. Consumer Behavior and Marketing Strategy. Translation by Diah Tantri Dwiandani Ninth Edition Volume 1. Jakarta: Erlangga
Putra Bimantara Arfian, Edy Yulianto and Sunarti, 2015. The influence of the service marketing mix on purchasing decisions. EMBA Journal: Journal of Economic Research, Management and Accounting. ejournal.unsrat.ac.id
Putra, Yulianto and Sunarti, 2015, The influence of the service marketing mix on purchasing decisions, Journal of Business Administration
Qazzafi, 2019, Consumer Buying Decision Process Toward Products, International Journal of Scientific Research and Engineering Development-– Volume 2 Issue 5, Sep – Oct
Rahman, Widayati, 2019, Marketing activities of savings products at PT. BPR Rangkiang Denai Payakumbuh Barat
Rangkuti, Fredy, 2003, Measuring Customer Satisfaction, Jakarta : PT. Gramedia Main Library
Riris Roisah, Dwiza Riana, Ecodemica, Vol. IV No.1 April 2016 ISSN, Reviewing the Relationship of Brand Image, Product Quality and Consumer Purchase Decisions, https://ejournal.bsi.ac.id/
Saravanan Devadoss, 2020. The Effect of Promotion Mix towards Sales volume in Banking Sector. IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 22, Issue 11. Ser. V (November 2020)
Sheikh Qazzafi, 2019. Consumer Buying Decision Process Toward Products. International Journal of Scientific Research and Engineering Development-– Volume 2 Issue 5, Sep – Oct
Silvya, Surya, Setianingsih, 2020,Effect of Marketing Mix and Marketing Strategy on Treasury Product Purchase Decisions at PT Bank BNI Medan Region, Scientific Journal of Socio Secretum. Volume 9 Number 2 Year 2020,Jurnal.darmaagung.ac.id
Sitinjak, Tumpal JR & Sugiarto, (2006). LISREL. Yogyakarta: Graha Ilmu.
Silvia Sari Sitompul, Mimi Juwita (2020) Effect of Product, Price, Place, Promotion, Physical Evidence, People, Process on Purchase Decisions at PT. Central Bearindo International Pekanbaru. Management Studies and Entrepreneurship Journal. Vol 1(2) 2020 : 178-187.https://journal.yrpipku.com/index.php/msej/article/view/75/68
Sugiarto, Sitinjak, 2006. Lisrel. First Edition. Yogyakarta First Printing: Graha Ilmu Publisher.
Sudarmanto, 2014. HR Performance and Competency Development Theory, Dimensions of Measurement, and Implementation in Organizations (2nd cet.). Yogyakarta: Student Library.
S Nahar,A Meero,AAA Rahman, 2021, Analysis On The Marketing Strategy And Competitive Advantage Of Banking Industry In Bangladesh: An Entrepreneurial Case Study Of HSBC Bank, Academy of Entrepreneurship Journal
Sugiyono, 2016. Quantitative, Qualitative and R&D Research Methods. Bandung: PT Alphabet.
Sunyoto, Danang. 2015. Marketing Strategy. First print. Yogyakarta: CAPS (Center for Academic Publishing Service
Sudaria, Tarofderb, Khatibia and Thama, 2019, Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products, Management Science Letters 9 (2019)www.GrowingScience.com/msl
Syafri Dianto, irwandi irwandi, 2019, Marketing Strategy for Pawn Gold Products at Bank Syariah Indonesia Duri Branch Office, Journal.staihubbulwathan.id
Tammo HA Bijmolt, Peter C. Verhoef, 2019, Marketing perspectives on digital business models: A framework and overview of the special issue, Ilomata International Journal of Research in Marketing, 2019
Yandra Rivaldo, Edi Yusman, Supardi (2021) Effect of Physical Evidence, Promotion and Location on Sanford Purchase Decisions at Indomaret Sungai Harapan Batam. As-Said Journal. LP2M. Abdullah Said Institute of Islamic Religion Batam. Vol.1. Number 1. January 2021.file:///C:/Users/User/Downloads/7-Article%20Text-34-1-10-20210107.pdf
Yoyada, Kodrat, 2017, Effect Of Marketing Mix (7p) On Decision Of Consumer Selection In Ny Dental Clinic Of Surabaya City, The Fourth International Conference on Entrepreneurship. https://dspace.uc.ac.id/
Yuriati, 2021,Analysis of the Marketing Mix Strategy in Encouraging the Competitiveness of Bank Panin Dunai Syariah against Bank Syariah Indonesia (Case Study at PT Bank Panin Dubai Syariah Tbk KCU Malang),repo.uinsatu.ac.id
Yusuffia Nur Azizah Istiqomah, 2015, The Influence of Marketing Mix (Product, Price, Place, and Promotion) and Service on Customer's Decision of Using BSM Saving Products, Global Review of Islamic Economics and Business. Faculty of Islamic Economics and Business-State Islamic University Sunan Kalijaga Yogyakarta ISSN.
