Implementasi Strategi Tentang Bauran Pemasaran PT. BPR Candi Agung Amuntai Kabupaten Hulu Sungai Utara dalam Meningkatkan Nasabah Produk Tabungan Simpanan Pelajar
DOI:
https://doi.org/10.20527/jbp.1515i2.143Keywords:
Marketing Mix Strategy, Student Savings (Simpel), Increasing Customers Of PT. BPR Candi Agung Amuntai, Banking Services MarketingAbstract
This study aims to examine the implementation of marketing strategies at PT. BPR Candi Agung regarding the increase in customers for the Student Savings (Simpel) product. The research focuses on the marketing mix elements: product, price, place, promotion, people, process, and physical evidence. This study employs a qualitative approach with a descriptive research design. Data were collected through observation, interviews, and documentation involving informants associated with marketing activities. Through this approach, the researcher gained a comprehensive overview of the company's marketing strategy implementation based on actual conditions in the field. The results indicate that the implementation of the marketing mix strategy at PT. BPR Candi Agung Amuntai, Hulu Sungai Utara Regency, to increase Simpel product customers was carried out by applying the marketing mix elements: product, price, place, promotion, people, process, and physical evidence. The strategy involved offering a Simpel product tailored to students' needs, establishing simple and affordable account opening requirements, collaborating with schools, conducting promotional and financial literacy education activities, providing friendly and fast service, and offering supportive service facilities. The implementation of this strategy contributed to an increase in the number of Simpel customers, although certain obstacles remained, such as low financial literacy among some segments of the public, limited promotional reach, and competition with other financial institutions
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