SOENGKONO (2000) ANALISIS PERILAKU PENABUNG DI BANK DAN IMPLIKASINYA PADA STRATEGI PEMASARAN TABUNGAN DI KOTAMADYA BENGKULU. Thesis thesis, Universitas Airlangga.

	Text KK TE 11-01 Soe a ABSTRAK.pdf Download (519kB)
	Text KK TE 11-01 Soe a DAFTAR ISI.pdf Download (507kB)
	Text KK TE 11-01 Soe a DAFTAR PUSTAKA.pdf Download (501kB)
	Text (FULLTEXT) KK TE 11-01 Soe a.pdf Download (3MB)

Abstract

Saving are a service product provided by bank to those \Vhr They choose certain kind of savings and bank may be influence that each of them will have different way to saving. It needs the order to reveal what are benefit eXlXcted or need criteria frc attitude they have towards the saving attributes and the impa"". choosing of kind of saving. It is very Important to know these ones since It ::, .... __ a basic of effective strategy of marketing. Based on the mentioned above, this researcrrhas a goal to know differences of need criteria, dilTerences of attitudes towards savings attributes and the decision of choosing a kind of savings. Furthermore this research has a goal to know differences of need criteria, difference of attitudes towards the saving attributes and also the difference of decision in choosing a kind of saving among the social class of high. middle and low income characteristic. Based on the theory of marketing and consumer behavior. we have hypothesis that the decision has been intluenced by need criteria and attitudes towards saving attributes. We will also hypothesize there are differences of need criteria, attitude toward saving attributes and decision of choosing a kind of saving among the customers group who have different level of incom~. For sampling we can use a method of "Noli random sampling". Its stratum based on social class can divided into three categories: high income, middle income and low. A listing method is used to determine sub-population of each group. From each group we may take by non random a sample consisting of about 50 respondent. The data collection is done through interview and questionnaire distributed to them. To analyze the data we use quantitative analysis and qualitative one. In quantitative analysis we use test of pearson correlation and chy square. While in qualitative analysis we use frequency (percentage) tabulation and analysis of industrial structure. The result of research has proved that three are. a positive and significant impact on the need criteria. attitude towards the saving attribute and the decision of choosing a kind of savings. Significant difference in need criteria, in attitude towards the savings attribute and in decision mentioned above. From this general analysis of the industrial structure we may see that there is an intensive competition among the saving industries so that in their future development they will face some hindrance. Base on the result of research, we can determine the market segment into three group: high. middle and low income level. We can use difference marketing strategies to meet each segment. To choose target market we can also used differentiated marketing strategy or concentrated marketing Strategies. However, we must consider the external circumstances and the internal ones.

Actions (login required)

View Item