MARKETING FUNDING STRATEGY IN BUILDING CUSTOMER LOYALTY IN URBAN AND SUBURBAN AREAS (CASE STUDY OF PT. BPR JATIM GRESIK BRANCH)

Abstract

This research is motivated by the increasingly competitive banking world, where the success or failure of a financial institution is inseparable from the policies and service treatment of its employees towards its customers. Therefore, banks are required to monitor customer satisfaction to establish good relationships with customers and potential customers. The role of marketing funding is not only to act as a seller of products with a high economic orientation but must also have a strategy that is able to improve, maintain, and promote the bank's products or services. With the support of loyal customers, PT. BPR Jatim Gresik Branch is expected to improve performance better according to the set targets. Criticism and suggestions from customers must be continuously considered and become a separate focus for marketing funding so as not to affect the level of satisfaction and loyalty of urban and suburban customers. The type of research used is qualitative research. This concept uses the theories of Jill Griffin and Kotler and Keller. Griffin's theory in Customer Loyalty states that customer loyalty is a random purchase that arises based on trust factors (trust) and self-awareness without any coercion over a long period of time. Kotler and Keller in Marketing Management theory state that service quality influences and customer satisfaction will shape the intention to buy or reuse a product, which means that the better the form of service provided and supported by a high level of satisfaction, of course, will form consumer or customer loyalty. The final results of this study can be classified into two conceptual categories: urban customer loyalty and suburban customer loyalty. Urban customer loyalty, in understanding the role of marketing funding, tends to be more critical in terms of service, convenience, trust, and the level of social relationships that impact the level of targets given to the banking company. Outlying customer loyalty, in understanding the role of marketing funding, tends to be more compliant in terms of service, convenience, trust, and prioritizes family relationships or high social levels. As a result, operational standards are not in line with the field and are more concerned with maintaining socio-cultural values.