Strategi Pemasaran Produk Tabungan Smart pada Kantor Pusat PT. Bank Sumut

Abstract

The interbank marketing strategy is realized due to the variety of products offered with several benefits. This research aims to determine the marketing strategy designed by the Head Office of PT. Bank Sumut in marketing SMART savings products. This research uses quantitative methods and data collection is carried out using two techniques, namely interviews and documentation. The results of this study indicate that the marketing strategy designed by the Head Office of PT. Bank Sumut implements the 7P marketing mix, namely product, price, place (place or distribution channel), promotion, people, physical evidence and process. The marketing strategy for SMART savings products from 2018-2022 has been effective and well implemented. However, there are still obstacles faced because these obstacles cannot be eliminated but can be minimized. All obstacles faced can also be minimized by the Head Office of PT. North Sumatra Bank. Therefore, in the future the Head Office of PT. Bank Sumut should further improve its products and services in order to increase customer loyalty and comfort.