Governments in meeting the need for banking services and to support economic
activity of society in general is necessary to provide banking services to the rural
communities the banking deregulation package was issued in October 1988 (facto 88).
According to provide beaking service allowed the establishment of rural banks (BPR), which
covers the business scope of the districts where the rural banks domiciled.
Banking business competition, especially in order to raise funds in the last decade by
full promotion of the competition and lower interest rates which are all aimed at maintaining
and improving the collection of public funds acquisition.
This research aims to determine the BPR strategy to improve the collection of public
funds by implementing promotional strategies. This is evidenced by the increased spending
on promotional costs and lower interest rates which followed the increase in collection of
public funds in the bank from year to year.
In this research, using primary data obtained from PT. BPR X in Bekasi. To
determine the effect of promotional costs and lower interest rates on the collection of public
funds in the bank, using multiple linear regression analysis. Where is the independence
variable X1 (promotional fee) and X2 (Bank Interest Rate) while the dependent variable is Y
(the collection of Community Fund). Furthermore, to determine the marketing strategy used
SWOT analysis approach. (Treath, Opportunity, Weakness and Strenght).
And computer calculations using SPSS software version 9 shows that the costs of
promotion (X1) and bank interest rates (X2) showed a significant effect on collection of
public funds (Y). Based on the SWOT analysis of PT. BPR X in Bekasi can choose an
alternative strategy that uses the power and take advantage of the maximum opportunities
by improved customer service and increased networking to reach potential markets and
conduct direct sale (door to door).