Marketing Communication Strategies of PT BPD Bank Jateng Satrio Wibowo Sub-Branch to Increase Its Customer Base
DOI:
https://doi.org/10.65310/nc9ekz92Keywords:
Advertising, Banking Services, Customer Acquisition, Marketing Communication, Public RelationsAbstract
Intensifying banking competition and digital transformation have increased the importance of coordinated marketing communication in attracting prospective customers and maintaining institutional relationships. This study aims to analyze the marketing communication strategies implemented by PT BPD Bank Jateng Satrio Wibowo Sub-Branch in Semarang to strengthen customer awareness, institutional image, and interest in banking services. A qualitative descriptive approach was employed, involving bank employees as research participants. Data were analyzed using an interactive qualitative model comprising data collection, reduction, presentation, and conclusion drawing and verification, with source triangulation applied to strengthen credibility. The findings identify four principal marketing communication strategies: advertising, public relations, sales promotion, and direct marketing. Advertising combines conventional media with digital communication platforms, while public relations encompasses employee-oriented programs, institutional partnerships, community sponsorships, and corporate social responsibility activities. Sales promotion includes incentives and product-specific offers, whereas direct marketing activities involve promotional information dissemination through printed materials and regional media. These strategies support institutional visibility and are intended to encourage prospective customer interest. However, the qualitative evidence does not establish measurable customer growth or causal effects of promotional activities. The study contributes an institution-specific understanding of marketing communication implementation and emphasizes the importance of coordinated communication channels and customer-oriented promotional practices.
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Copyright (c) 2026 Mochamad Azis, Suryanto Suryanto (Author)
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