STRATEGI PEMASARAN PADA CREDIT UNION KELING KUMANG TEMPAT PELAYANAN PASAR MAWAR DI PONTIANAK

Abstract

CU Keling Kumang service office of Pasar Mawar took place in Pontianak which has problems in loan services. The purposeof thisstudywas to know the policy from the marketing strategy of loan service andresponsesto themembers ofthe policyin the current year2014. The method of the research is adescriptiveresearch method, thetechnique ofdata collection are;interviews, questionnairesanddocumentarystudies, withsamples which takenby 100membersusingpurposive sampling method.Thesample ofcriteria are the members that have loaned fortwice, live inthe cityof Pontianak, anddebtorswhoare stillactive. Qualitativeanalysis is used as the data analysis technique. According to the research finding, the loan ofCU Keling Kumang service office of Pasar Mawar’s marketing mixregardingthe productspolicy, respondentsstatedthat the loan productspolicy providedvery helpfulmembersin carrying outthe stagesof life. According topricepolicy, the interest chargedto membersnot as large asotherfinancial institutions.Accordingto distributionpolicy, respondents felt thatthe placewas notgoodbecause itis atthe morning marketenvironment.The promotionpolicyof the companywas good. Theprocesspolicy adopt a fastloandecision.The physicalevidencepolicy, respondents feltuncomfortablein the waiting roomandthe location ofthe officebuilding.Thepeople policy, according to therespondentemployeesin the wayof service tomembers, especially the3S(Senyum, Sapa, dan Salam) was notgood. There are advices from the writer, firstly, it would be better if CU consider about the office location and make it more representative because the morning market activity. Secondly, the security is needed for securing the office and keeping the parking area neat and the last, the front liner staff should be more friendly to the members and apply the 3S training that they already got.