STRATEGI PEMASARAN PRODUK PEMBIAYAAN KREDIT PEMILIKAN RUMAH ( KPR ) BERSUBSIDI PADA BANK TABUNGAN NEGARA ( BTN ) KCS PEKANBARU JL ARIFIN AHMAD

Abstract

This research is a field research (field research), namely by examining directly the object to be studied. Then the subject and object of this research are employees at the BTN Syariah Pekanbaru bank in charge of Subsidized Mortgages in the amount of 7 people. From the results of this study explain that the marketing strategy used by Bank BTN Syariah still uses the 7P element, but some of these elements the Bank still maximizes the 3P element, namely Product, Price and People, while the 4P consisting of Place, Physical Evidence, Promotion, Process is still too maximum in its use in terms of subsidized mortgage product marketing. The factors that hampered the marketing strategy based on the results of the Interview with the BTN Syariah is the lack of socialization and public education about Sharia-based subsidized KPRs and less strategic locations from each year to the year.