Marketing performance improvement strategy in lending KUR at ABC bank XYZ branch office

Abstract

Marketing performance is one of the important indicators of the success of companies including the banking industry in achieving the expected goals and targets. Increasingly fierce business competition in the industry has an impact on the difficulty in achieving the targets set at Bank ABC XYZ Branch Office, especially in the distribution of People's Business Credit in the region. The purpose of this study is to design strategies to improve marketing performance in KUR lending at Bank ABC XYZ branch. This research uses a mix method approach. Quantitative approach to analyze the relationship of the 7P marketing mix to marketing performance in KUR lending. While the qualitative method is designing marketing strategies through SWOT analysis. Sampling using census and purposive sampling. The census technique was used in the quantitative method, namely all employees of the KUR credit marketing section, totaling 65 people. Meanwhile, the purposive sampling technique was used in the qualitative test by interviewing two informants who served as managers and worked for more than 3 years in the KUR distribution section. The quantitative data analysis method was tested statistically using Smart PLS with a P-Value criterion ≤ 0.05. Meanwhile, the qualitative data analysis was tested descriptively qualitative. The results showed that Place; Promotion; People; Process; and Phsycal evidence had a significant effect on marketing performance. However, Product and Price proved to have no effect on marketing performance. The results showed that the strategic position in KUR lending is in quadrant 1, namely the company must carry out an aggressive strategy. Aggressive strategies that need to be carried out are by improving digital-based services that are more flexible both in simplifying the credit process and the potential customer feeder process; providing training, development and digitization to employees; conducting socialization and training on digital technology to customers and prospective customers at the work unit location; optimizing the KUR distribution quota to MSMEs through internal marketing communications including company groups and external parties; and building KUR corners for education and promotion in markets and keluharan offices that have not been reached.