FENOMENA STRATEGI PEMASARAN TABUNGAN DI ERA NEW NORMAL: STUDI KASUS BANK MANDIRI CABANG JAKARTA PUSAT

Abstract

The Covid 19 pandemic had a significant impact, especially in the economic sector. In Indonesia, the actual impact on the banking sector can be seen from the closure of several bank branches, both conventional and Sharia banks, including several branches of Bank Mandiri. This purpose of this research is to analyze the strategies taken from one of Bank Mandiri's branches during the Covid-19 pandemic and the new normal era using the SWOT analysis method. This research explores savings products both internally and externally, as well as the selection of marketing strategies to increase the growth of funds and customers. The data was obtained through interviews with the Branch Manager of a Bank Mandiri branch. The analytical tools applied were the IFE EFE matrix, SWOT analysis, and Quantitative Strategic Planning Matrix (QSPM). The data obtained were then processed with the NVivo12 software. The proposed strategy obtained from the research results is a market penetration strategy.