Pengaruh Strategi Pemasaran Dan Jenis Produk Terhadap Peningkatan Nasabah di PT.BPR Laksana Abadi Sunggal

Abstract

This study aims to analyze the influence of marketing strategies and product types on customer growth at PT. BPR Laksana Abadisunggal, both partially and simultaneously. The study is motivated by the increasing competition among financial institutions, particularly Rural Banks (BPR), which requires companies to be more adaptive in implementing marketing strategies and providing products that meet community needs. Effective marketing strategies and relevant product variations are considered important factors in encouraging customer growth. The research uses a quantitative approach with a survey method. The population consists of 1,110 customers, with a sample of 92 respondents determined using the Slovin formula. Data were collected through questionnaires and analyzed using multiple linear regression. Prior to hypothesis testing, instrument tests (validity and reliability) and classical assumption tests including normality, multicollinearity, and heteroscedasticity were conducted. Hypothesis testing was carried out using the t-test, F-test, and coefficient of determination (R²). The results show that marketing strategy has a positive and significant effect on customer growth with a tvalue of 19.949 (sig. 0.000 < 0.05). Product type also has a positive and significant effect with a tvalue of 14.623 (sig. 0.000 < 0.05). Simultaneously, both variables significantly influence customer growth with an Fvalue of 319.493 (sig. 0.000 < 0.05). The coefficient of determination (R²) of 0.878 indicates that 87.8% of customer growth can be explained by marketing strategies and product types, while the remaining 12.2% is influenced by other factors outside this study.

Based on these findings, PT. BPR Laksana Abadisunggal is advised to continuously improve the effectiveness of its marketing strategies and develop products that align with market needs to ensure sustainable customer growth.