PENGARUH PERSPEKTIF DAN PREFERENSI PELANGGAN TERHADAP STRATEGI BAURAN PEMASARAN YANG BERORIENTASI PELANGGAN: STUDI PADA PT BANK PEMBANGUNAN DAERAH BALI
ABSTRACT: The population of
this research was the customers of PT Bank BPD Bali, who reside in various
areas across Bali. The sample of the population was selected using judgmental
sampling, in which the customers were grouped into individual customers and
institution customers (province and regency administrations, LPD, Non-profit
Organizations, Corporates) at the bank’s principal branch offices and branch
offices all over Bali. The number of the samples, 175 respondents, had met the
requirement for maximum probability estimation. Struktural Equation Model
Estimation was carried out through full-model analysis to find out about the
model’s suitability and the established causal relation in the tested model.
The test confirmed the first hypothesis, which stated that the customers’
perspective exerts a significant influence on the design of the marketing
strategy. The test also validate the second hypothesis, which stated that the
customers’ preferences have a significant influence on the design of the
marketing strategy. The third hypothesis, which stated that the design of the
marketing strategy has a beneficial influence upon the marketing mix strategy,
had also been corroborated with the test. The results of the test supported the
theory presented by David W. Cravens dan Nigel F. Piercy (2003) on the
marketing strategy process. The theory espoused that the activities to adopt
the customers’ perspectives and preferences, in order to find out about their
wants and needs, and the activities to devise a marketing strategy design, and
the activities to implement the marketing mix strategy, should be treated as
integrated activities because the three of them were one unified and
comprehensive marketing strategy. The results of this research are expected to
provide the management of this Bank with a source of inspiration to be more
pro-active in managing customeroriented marketing strategies. It can be
achieved by conducting a more integrated marketing activities based on a
marketing strategy process. This marketing strategy should also be developed in
BPD all across Indonesia as a strategic response to create a sustainable
competitive edge in the increasingly competitive world of today’s banking
sector.
Keywords: customers’
perspectives, customers’ preferences, marketing strategy
Penulis: Anak Agung Putu Agung
Kode Jurnal: jpmanajemendd100061
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