Promotional Mix for Simple Savings Products at Bank Kalbar Main Branch Office in Pontianak

Abstract

This study analyses the application of the SimPel savings product promotion mix at Bank Kalbar Main Branch Office in Pontianak. The central issue is the low number of SimPel savings customers compared to the bank's other savings products. The research aimed to determine the promotional mix used, identify implementation difficulties, and propose solutions. The 
research employed a qualitative descriptive method, gathering data through interviews and documentation with Bank Kalbar employees involved in the promotion. The results show the implemented promotional mix includes advertising (print media), sales promotion (attractive offers), public relations (collaboration with schools), direct marketing (school outreach), and digital marketing (specifically Instagram). Key challenges were time constraints during outreach activities and the large number of schools needing visits. The proposed solution involves effective schedule coordination with schools to avoid disrupting class hours. Overall, Bank Kalbar has implemented its promotional mix effectively, but process adjustments are necessary to maximize its impact.