International Journal of Scientific & Technology Research

Home About Us Scope Editorial Board Blog/Latest News Contact Us
10th percentile
Powered by  Scopus
Scopus coverage:
Nov 2018 to May 2020


IJSTR >> Volume 8 - Issue 4, April 2019 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

Analysis Of Push And Pull Strategy In Increasing Interest Of Multi Guna Credit Customers (KMG) In Bank Sumut Office Of Iskandar Muda Branch Office Medan

[Full Text]



Denny Wira Sanjaya, Amrin Fauzi, Isfenti Sadalia, Iskandar Muda



Push Strategy, Strategy Pull, Increase Customer Interest.



PT Bank Sumut is a regional development bank located in North Sumatra province with one of the superior products of Multi-Purpose Credit. The research problem was based on the phenomenon of the number of customers of KMG PT Bank Sumut Iskandar Muda Branch, Medan, Indonesia namely the decrease in the number of KMG customers from 2011-2016 to 317 KMG customers. The research objective was to determine the factors that influence the effectiveness of the implementation of Push and Pull strategies and obtain alternative marketing strategies that can be implemented in an effort to increase the number of KMG customers. This type of research causes results with quantitative research methods used to obtain the results of the data needed to be analyzed. The research sample was seventy-six respondents obtained by Slovin method and the whole respondents were KMG customers. Data analysis using multivariate analysis. From the results of the analysis, it is obtained that the Promotion, People, Process variables are Push variables that most significantly affect customer interest, while the Promotion and Customer Service variables are Pull strategies that most significantly affect customer interest. The results of the study indicate that the dominant promotion variable influences customer interest, the alternative marketing strategy that needs to be done is by implementing promotional mix strategies, namely advertising (advertising) and personal selling.



[1]. Bill J & Papalapu, N. 2015. Effect of Push, Pull, and Mooring on Consumer Switching Behavior (Case Study on Indovision Manado Consumers). Journal of IPI. Vol. 15(4), 21-34.
[2]. Bounouala, R., & Rihane, C. 2019. Commercial banks in microfinance: entry strategies and keys of success. Innovations, Vol.11, 1-1.
[3]. Churchill, Gilbert A.Jr. 2002. Basics of Marketing Research, Jakarta. Erlangga.
[4]. Craig J.A., M & Grant, . 2002. Strategy Management Planning Resources.. Jakarta: PT. Elex Media Komputindo.
[5]. Cravens. David W. 2000. Strategic Marketing. Fourth Edition. Jakarta. Erlangga Publisher.
[6]. Kotler, P. and Keller, K. L. 2005. 12th Marketing Management. New Jersey: Prentice Hall.
[7]. Kotler, Philip, 2003. Marketing Management, the Millenium Edition,New Jersey : PrenceHall, Inc.
[8]. Lamb, Chales W., Hair, Joseph F., and McDaniel, Carl. 2001. Marketing. First Book. Jakarta. Salemba Empat.
[9]. Lovelock, H, C. & Lauren K. W.. 2012. Service Marketing Management. Vol. 1(7). 34-47.
[10]. Lupiyoadi, R & A.Hamdani. 2006. Service Marketing Management, Second Edition, Jakarta: Salemba Empat.
[11]. Meri, S. 2012 Evaluation of Push and Pull Strategies in Increasing Premiere Banking Customer Growth at the Medan Branch of OCBC NISP. Thesis Unpublished. University of Northern Sumatra.
[12]. Miselia, B. 2013. Application of the Concept of the Integrated Marketing Communication Club Angel Investment in Promoting De Circle Occupations to the Community. Communication Journal. Vol. 1(2). 45-56.
[13]. Murti, S. 2002. Bank Marketing Management, Revised Edition, Yogyakarta: Liberty.
[14]. Peter, P. J & Olson, J.C. 2002. Consumer Behavior and Marketing Strategy. Consumer Behavior. Fourth Edition. Jakarta: Erlangga.
[15]. Pramesti. A.R. 2012. Public Relation Marketing Strategy of Telkomsel Surakarta in Maintaining Customer Loyalty. Thesis Unpublished. Muhammadiyah Surakarta university.
[16]. Priyatno, D. 2014. SPSS 22, Data Processing Practice. Yogyakarta: CV. Andi Offset.
[17]. PT Bank Sumut. 2016. Medan. Annual Report.
[18]. Rushendi, Z. M. 2012 Push Pull Strategy in Marketing the Library Service of the Bogor and Spice Research Institute. Journal of agricultural libraries. Vol. 6(1). 77-89.
[19]. Sekaran. U. 2006. Research Methodology for Business, 4th Edition, Book 1. Jakarta: Salemba Empat.
[20]. Sinulingga, 2014, Research Method. Issue 3, Medan: USU Press.
[21]. Sugiyono. 2007. Quantitative, Qualitative and R & D Research Methods. Bandung. Alfabeta Publisher.
[22]. Supranto. 2011. Measurement of Customer Satisfaction to Increase Market Share. Jakarta: Rineka Cipta Publisher.
[23]. Thompson, A.A. & Strickland. 2004. Strategic Management Concepts and Cases. Singapore.
[24]. Zeithaml, V.A. and M.J. Bitner. 2009. Service Marketing : Integrating Customer Focus Across the Firm. McGraw-Hill. Boston.
[25]. Zietsman, M. L., Mostert, P., & Svensson, G. 2019. Perceived price and service quality as mediators between price fairness and perceived value in business banking relationships: A micro-enterprise perspective. International Journal of Bank Marketing, Vol.37(1), 2-19.