Strategi Pemasaran Produk Tabungan Simpel (Simpanan Pelajar) pada PT. Bank Sumut Kantor Pusat

Abstract

Marketing strategy is a very important activity in the business world, especially in the banking sector. Marketing strategies in the banking sector must be well designed and each bank is different in implementing them. This research aims to find out how the marketing strategy carried out by PT. Bank Sumut Head Office in marketing SimPel (Simpanan Pelajar) savings products. This research uses quantitative methods and data collection is carried out in two ways, namely interviews and documentation. The results of this research indicate that the marketing strategy designed by PT. Bank Sumut Head Office applies the 7P marketing mix theory, namely product, price, place (place or distribution channel), promotion, people, physical evidence and process. (process). The results show that from 2018-2022 the marketing strategy has been effective and proven by an increase in the number of customers and a significant increase in the nominal amount. However, there was still a slight decrease in the nominal amount in 2020 due to the Covid-19 pandemic. Apart from that, the obstacles faced can be minimized by PT. Bank Sumut Head Office. Therefore, for the long term PT. Bank Sumut Head Office should further increase capital and carry out various innovations so that it can provide literacy to a wider reach.