THE INFLUENCE OF MARKET STRATEGY AND VALUE CREATION ON MARKETING PERFORMANCE (A Survey on Bank Perkreditan Rakyat in West Java Province)

Widyatama Repository

THE INFLUENCE OF MARKET STRATEGY AND VALUE CREATION ON MARKETING PERFORMANCE (A Survey on Bank Perkreditan Rakyat in West Java Province)

Show full item record

Title: THE INFLUENCE OF MARKET STRATEGY AND VALUE CREATION ON MARKETING PERFORMANCE (A Survey on Bank Perkreditan Rakyat in West Java Province)
Author: Abdullah, Yusuf; Sukandi, Pipin
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.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3410
Date: 2011-04-27


Files in this item

Files Size Format View
yusuf + pipin.pdf 1.291Mb PDF View/Open

This item appears in the following Collection(s)

Show full item record