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The Influence of Marketing Strategy on Aslah Personal Financing-I

Mohd Helmee Firdaus, Salehudin (2009) The Influence of Marketing Strategy on Aslah Personal Financing-I. Masters thesis, Universiti Utara Malaysia.

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Abstract

This study focuses the influence of marketing strategy on personal financing among the teachers with offered by Bank Rakyat. According to this study, there were lots of interests about the Aslah Personal Financing-I from the customers especially teachers regarding as a government servant because before it, Aslah Personal Financing-I as known Aslah Personal Financing-I (Ministry of Education) and Mudarris Personal Loan. The objective of this study is to determine the influence of marketing strategy on Aslah Personal Financing-I. In this study, the researcher has focused on the marketing mix in determining the marketing activities for an organization. The marketing strategy consists that was recognized and suggested by Kotler and Amstrong are 4Ps’, which are namely product, price, promotion and place. But, in this study, the researcher was used 3Ps’ that were suitable with the topic which are product, price, and promotion.So, from this study the researcher wants to identify whether these 3Ps’ of marketing strategy have a relationship with the teachers are influence to apply Aslah Personal Financing-I. In this study, there are 211 respondents selected among the teachers who are teaching at seven secondary schools in town of Kuantan that represented 468 of the total population. The sampling technique used by the researcher is non-probability sampling which is quota sampling. The researcher used in order to gather the data by using sets of questionnaires that were distributed to the teachers. Meanwhile, in this study, the researcher will use primary data that is through questionnaire and personal interview. There are several methods used in order to analyze this data such as frequency distribution, reliability analysis, cross tabulation, correlation coefficient and Chi-Square test. In this study also, the researcher will make a decision regarding the study through hypothesis testing where the entire independent variables are accepted and influence the dependent variable. Overall study result also found the teachers are more influence to apply Aslah Personal Financing-I are because of marketing strategy factor which is products, price and promotion has been implemented by Bank Rakyat more attractive and effective. Then come out with a conclusion about this study and some of recommendations from the researcher regarding to this study.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Marketing Strategy, Banks and Banking, Personal Financing, Teachers
Subjects: H Social Sciences > HG Finance
Divisions: College of Business (COB)
Depositing User: Mrs Norazmilah Yaakub
Date Deposited: 17 May 2010 01:10
Last Modified: 24 Jul 2013 12:13
URI: http://etd.uum.edu.my/id/eprint/1847

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