Ronny Venir, Ronny (2003) ANALISIS KONSUMEN IMPLIKASINYA TERHADAP STRATEGI PEMASARAN KREDIT PERSONAL "BANK ABC". Masters thesis, Institut Pertanian Bogor .
The aim of this research are: (1) To analyze the mix strategy product of Bank ABC personal loan at customer's (2) Identify external & internal factor's that change personal loan performance at Bank ABC (3) Formulating marketing strategy that suitable with personal loan of "Bank ABC (4) Recommends the priority strategy which can be use in managing "Bank ABC" This research is using a descriptive method through case study. Analytical instrument which used in this research are mix strategy marketing, Paired Comparison Method, internal Factor Evaluation Matrix, External Factor Evaluation Matrix, Internal-External Matrix, TOWS Analysis and Quantitative Strategic Planning Matrix. Based on the approach of QSPM, the chosen strategy which recommended to "Bank ABC" to increase outstanding personal loan as which one interest income.
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