ABSTRACT
MARKETING STRATEGY CONSUMER CREDIT PRODUCT OF  GUNA BHAKTI IN SURAKARTA BRANCH OFFICE OF PT. PEMBANGUNAN BANK JAWA BARAT AND BANTEN (BJB)

ANNINDYA DEVINA PUTRI
F3612008

This research aimed to find out the development of loan product and marketing strategy of lending product in Surakarta Branch Office of BJB Bank. This research was based on the objective of finding out the strategy applied to  the credit product marketing. This research was beneficial to the writer in which she can increase and expand her knowledge and can understand the theory she had not known yet before and can find out the barriers in marketing banking product and explained the marketing sciences in banking sector. The research method employed was a descriptive qualitative method by collecting the data processed into information. The result of research was that the strategy applied to Surakarta branch office of BJB bank in marketing the lending product was marketing mix including place, product, price, promotion. The barriers the Surakarta branch office of bjb bank encountered were the society’s limited knowledge on lending credit of the Surakarta branch office of bjb bank, many banking competitors existing in Surakarta, whether local, conventional or public bank, many enterprises or personnel who cooperated with local bank existing in Surakarta, or other conventional banks. Through this research, the writer recommended to improve the professional human resource in marketing sector to expand market and intended target to make BJB bank more known to the society and to expand the external network and to cooperate with companies existing in Surakarta like pension company, notary, and other employers existing in Surakarta. The promotion should also be improve by providing more interesting promotion through printed media, understandable brochure and participating in various events and sponsorship existing in Surakarta.

Keywords: BJB, Marketing Strategy, Lending Product