Analisis Marketing Mix Terhadap Minat Pembelian Produk Kredit Pra Pensiun pada Bank Sumut (Studi Kasus pada Bank Sumut Cabang Koordinator Medan)

Abstract

This study investigates the influence of the marketing mix—comprising Product, Price, Place, Promotion, People, Process, and Physical Evidence—on the purchase intention of pre-retirement credit products among civil servants (ASN) at Bank Sumut’s Medan Coordinator Branch. The research is driven by concerns over declining credit disbursements and increasing early repayments, indicating the need for strategic realignment within a competitive financial landscape. A quantitative approach was applied, collecting primary data from 97 respondents through structured questionnaires. Data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method, ensuring the reliability and validity of both measurement and structural models. The findings reveal that five marketing mix variables—Product, Price, Promotion, People, and Physical Evidence—have a statistically significant and positive impact on purchase intention. In contrast, Place and Process show no significant influence, likely due to the respondents’ familiarity with the bank’s distribution channels and procedures as existing payroll clients. Theoretically, the study contributes to the refinement of the 7P framework within the financial services context. Practically, it suggests that Bank Sumut should prioritize marketing levers with proven influence, particularly by strengthening product suitability, adjusting interest rates and administrative costs to remain competitive, and improving service professionalism. Promotional strategies are encouraged to evolve from hard-selling to educational and participatory formats such as financial literacy sessions tailored to ASN nearing retirement. These targeted efforts are expected to enhance customer engagement and increase the uptake of pre-retirement credit products.