The Influence of Customer Demands and Marketing Mix on Total Customer Savings of Bank BJB Bandung City

Abstract

Competition in the banking world today is very sharp, this is because people have many alternative choices in getting the most satisfying service. One of these options is in terms of saving the funds in the form of savings. This condition is exacerbated by economic conditions full of uncertainty, so that a bank is required to meet customer demands, if it does not have an advantage it will be difficult to defend itself.

One strategy in winning today's competition is the strategy of implementing banking services marketing programs which are the elaboration of the service marketing mix and customer demands which are variables that can be controlled by the company in generating profits. Therefore, this research was conducted with the aim of knowing (1) the demands of savings customers at Bank BJB Bandung City; (2) the performance of the marketing mix of savings services implemented by Bank BJB Bandung City and ; (3) The influence of customer demands and the performance of the service marketing mix on the amount of customer savings at Bank BJB Bandung City.

The research method used is a descriptive survey method and an explanatory survey using a sample of Simpeda savings customers and Tanda Mata Bank BJB Bandung as respondents, as many as 100 people.

Based on the results of the study, it was found that customer demands include needs (quantity of bank services required), wants (quality of bank services desired) and demand (quality of bank services that customers can afford). The shift in consumer demands is relatively dynamic even though the level of flexibility and adaptability of companies to respond is relatively low, this is so that companies are better prepared to anticipate customer demands; The performance of the service marketing mix includes product, price, location/place, promotion, people, physical facilities and is quite good compared to other banks where the performance of the service marketing mix is one of the tools to determine choices in using banking services and customer demands and the performance of the service marketing mix has an effect on increasing the number of savings, but when viewed partially it turns out that the marketing mix of services dominantly affects the increase in the number of savings than customer demands.