ANALISIS STRATEGI PEMASARAN DALAM MENINGKATKAN PENGGUNA LIVIN BY MANDIRI PADA PT.BANK MANDIRI KCP MEDAN PLN

Abstract

Vaquita Raudha Aini Nasution, NPM. 20511015. Marketing Strategy Analysis in increasing Livin by Mandiri Users at PT. Bank Mandiri KCP Medan PLN. Thesis. 2024. The aim of this research is to analyze marketing strategies to increase Livin by Mandiri users at PT. Bank Mandiri KCP Medan PLN. This research is descriptive qualitative field research. Data collection was carried out using interview techniques, observation, documentation. There were 6 informants from this research consisting of 3 Bank Mandiri parties and 3 customers. Then the results obtained in research on Marketing Strategy Analysis in Increasing Livin by Mandiri Users at PT. Bank Mandiri KCP Medan PLN, namely Livin by Mandiri, have three advantages, namely product completeness, banking and financial features that support all financial needs down to lifestyle, and remain easy. used in one application. In offering Livin by Mandiri, PT. Bank Mandiri has a special marketing strategy targeting all employees to contribute to recognizing the Livin by Mandiri side, maximizing the programs provided by the head office to attract potential customers so as to increase the acquisition of Livin by Mandiri. The strategy is to offer the use of Livin by Mandiri to customers who already have Bank Mandiri savings, utilize social media, digital advertising, hold relevant events such as workshops or seminars. The procedure and mechanism for opening Livin by Mandiri is very easy. By filling in a form containing your personal identity and preparing the initial opening fee which has been determined at IDR 100,000, people can become Bank Mandiri customers. The solution to overcome strategic obstacles in increasing Livin by Mandiri users is to provide complete information to Bank Mandiri customers that occurs on the Livin by Mandiri application system. Bank Mandiri staff are able to convince customers to better understand how to use the Livin by Mandiri application.