THE MARKETING STRATEGY OF WEALTH INVESTMENT COMPANIES IN SURABAYA

  • Surya Perbawa Untung STIE IBMT Surabaya

Abstract

The rapid and concentrated development in Indonesia, especially in financial industry, has lead to the rise of many investment institutions, whether it is bank, insurance company, or private company. As the result, the society is now flooded with many investment products offered by those parties. Those investment products vary from the capital required, the return, or may be the risk level. Regardles the varieties of the investment product vary from the capital from the society as much as possible. Observing these phenomena, interest to do a study of the marketing strategy of the investment companies in Surabaya occurated. Research was conducted for the futures trading company only. This is because the future trading companies offer many benefits that many other investment institutions dont, like the varieties of capital requirement which can be adjusted to your capability, the high information transparency, financial leverage, and also high return. With theses benefits offered by many companies, the competition to win the market must be very intense; hence marketing strategy enforcement is a must. This research type itself is descriptive qualitative. Therefore, the data gathered for the research was the primary data, which were the questionnaires. The type of questionnaires is open-ended questions. This was meant to gather the most factual data. The questionnaires then were distributed to the businesse manager of the investment companies. The limitation of the research was only companies, which are listed on Bappebits official website as per the end of september 2007. The total population is eighteen companies. The sampling method in collection the data was used the sampling method used convenient sampling method. This meant the reserach only used collected-data from the first ten companies that were willing to be given questionnaires. The research found that, in reality, even the big wealth investment companies, do not have the same marketing strategy like stated in the literature review. Some problem can be the reasons why such a thing happens. A futher discussion on the can be viewed in chapter four and five.

Keywords : Marketing Strategies, Wealth Investment, Marketing Strategy

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Published
2012-06-14
How to Cite
Perbawa Untung, S. (2012). THE MARKETING STRATEGY OF WEALTH INVESTMENT COMPANIES IN SURABAYA. JURNAL EKSEKUTIF, 9(1). Retrieved from https://jurnal.ibmt.ac.id/index.php/jeksekutif/article/view/26
Section
Articles