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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]

 

AUTHOR(S)

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

 

KEYWORDS

Push Strategy, Strategy Pull, Increase Customer Interest.

 

ABSTRACT

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.

 

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