THE INFLUENCE OF MARKET STRATEGY AND VALUE CREATION ON MARKETING PERFORMANCE (A Survey on Bank Perkreditan Rakyat in West Java Province)
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Date
2011-04-27
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International Seminar on Business and Management, De la Salle Lipa Philipines + Universitas Widyatama Bandung
Abstract
BPR (microbanking industry) occupies a strategic role in the Indonesian economy, especially in encouraging the
development of Micro, Small and Medium Business. The main key to success of BRP in providing these services is the
location that close to the people who need a simple procedure and prefer the personal approach and flexibility of
patterns and models of the loan. If we observe, developments in the BPR industry over the last few years we need to
give an appreciation of its own.
However, BPR still weaknesess in facing competition, where the contribution of BPR nationally only 4% compared to
commercial banks, in terms of the strategy of segmenting, targeting, and positioning are still performing sporadically
does not lead to value creation strategy, which creates a unique product, differentiated for competitors' products. The
results showed that the market strategy and value creation positively affect marketing performance. But the effect of
value creation is greater than the influence of market strategy on marketing performance. This reflects that in order to
optimize marketing performance, BPR should pay attention to the value creation to improve marketing performance
and subsequently increasing the benefits of BPR.
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Keywords
Market Strategy, value creation, marketing performance