OPTIMALISASI STRATEGI PEMASARAN PRODUK TABUNGAN SIMPANAN PELAJAR (iB) PADA BSI KC PAMEKASAN

Abstract

This article aims to examine the marketing strategy for student savings products at BSI KC Pamekasan. The research method used in this paper is a qualitative method with a case study approach. The main topic of the research is to optimize the marketing strategy for student savings products, namely the marketing strategy that has been carried out by Bank BSI KC Pamekasan, namely by applying the concepts: Segmentation, Targeting, Positioning and Marketing Mix And with the obstacles that occur at BSI KC Pamekasan, this can be used as a guideline or reference point in building BSI KC Pamekasan to be more advanced and able to develop potential marketing strategies for SimPel savings products at BSI KC Pamekasan. The concept used by BSI KC Pamekasan in practice is less than optimal because there are still obstacles that occur including: low community interest, lack of human resources, lack of BSI office network, lack of time for socialization, lack of cooperation with schools, and lack of training for employees. regarding the promotion or marketing system for BSI KC Pamekasan products.