Strategi Pemasaran Produk Tabunganku pada PT.Bank Sulselbar Cabang Jeneponto

Abstract

This study aims to analyze the marketing strategy of saving products implemented by PT. Bank Sulselbar, Jeneponto Branch. saving products are one of the savings products launched nationally with the aim of increasing the culture of saving among the community, especially those who do not yet have access to banking services. In this study, a qualitative approach with a descriptive method was used. Data were obtained through interviews with bank management, direct observation, and internal documentation. The results of the study indicate that the marketing strategy used by PT. Bank Sulselbar, Jeneponto Branch includes a direct promotional approach to the community, cooperation with government agencies and schools, and the use of social media to increase public awareness of saving products. Although there are several obstacles such as the lack of financial literacy in the community and limited access to remote areas, the bank is able to increase the number of saving customers through financial education and a personal approach. This study concludes that the marketing strategy used is quite effective in increasing public interest in saving, although improvements need to be made in terms of promotional innovation and marketing area coverage.