Lingkungan Pemasaran Bank
(1) Sekolah Tinggi Agama Islam Negeri Bengkalis
(2) Sekolah Tinggi Agama Islam Negeri Bengkalis
(3) Sekolah Tinggi Agama Islam Negeri Bengkalis
Corresponding Author
Abstract
Lingkungan pemasaran bank merupakan faktor penting yang mempengaruhi strategi pemasaran dan kinerja bank. Dalam konteks persaingan yang semakin ketat, pemahaman yang mendalam tentang lingkungan ini menjadi krusial bagi bank untuk dapat beradaptasi dan memenuhi kebutuhan nasabah. Penelitian ini bertujuan untuk menganalisis elemen-elemen lingkungan pemasaran bank, termasuk faktor ekonomi, sosial, teknologi, dan regulasi. Metode yang digunakan adalah studi literatur dan analisis data sekunder dari laporan tahunan bank dan survei industri. Hasil penelitian menunjukkan bahwa bank yang mampu beradaptasi dengan perubahan lingkungan pemasaran, terutama dalam hal digitalisasi dan regulasi, cenderung memiliki kinerja yang lebih baik. Kesimpulan dari penelitian ini menekankan pentingnya pemantauan terus-menerus terhadap lingkungan pemasaran untuk merumuskan strategi yang efektif.
Keywords
References
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