Lottery prizes and free goods have a significant effect on sales promotion

Oct 13, 2025 by talynt.org 88 views

Introduction

In today's competitive banking industry, brand awareness plays a crucial role in attracting and retaining customers. PT. Bank Rakyat Indonesia (Persero) Tbk., commonly known as BRI, is one of the leading banks in Indonesia, with a significant presence in the Tebing Tinggi branch office. The bank offers a range of products and services, including the popular Britama savings product. However, with numerous competitors in the market, BRI must continually innovate and improve its marketing strategies to maintain its market share. This study aims to analyze the effect of the promotion mix on Britama savings brand awareness in the Tebing Tinggi branch office.

Background

BRI is a state-owned bank that plays a vital role in meeting the banking needs of the community, particularly in savings and loan products. The bank's products and services are designed to cater to the diverse needs of its customers, including the Britama savings product. This product is a popular choice among customers, but it faces intense competition from similar products offered by other banks. As a result, brand awareness is a critical factor in determining customer loyalty and retention.

Research Objectives

The primary objectives of this study are to:

Examine the influence of the promotion mix on the awareness of the Britama Savings Brand PT. BRI (Persero) Tbk. Tebing Tinggi Branch Office. This objective aims to investigate the impact of advertising, sales promotion, and public relations on brand awareness.
Determine the effect of free lottery prizes and goods (souvenirs) on sales promotions. This objective seeks to analyze the impact of free lottery prizes and goods on sales promotions and identify the most effective incentive.

Methodology

This study employed a survey approach with a quantitative descriptive nature. The population consisted of 7,442 Britama savings customers, with a sample size of 99 participants. Data collection methods included interviews, questionnaire distribution, and documentation studies. Multiple linear regression analysis was used to test the existing hypotheses.

Results

The analysis revealed that:

Advertising, sales promotion, and public relations simultaneously have a significant influence on brand awareness. Specifically, sales promotion was found to be the most influential factor among the three components, indicating that promotional efforts made by BRI through various channels are instrumental in creating customer recognition and memories of Britama savings.
Lottery prizes and free goods have a significant effect on sales promotion. Among the two, free goods were found to have the greatest influence on the effectiveness of sales promotion, indicating that additional incentives such as souvenirs can increase customer interest and participation in the promotional program offered.

Conclusion

Based on the results of this study, it can be concluded that:

Simultaneously, advertising, sales promotion, and public relations affect the awareness of the Britama savings brand, with sales promotion as a dominant factor. This finding highlights the importance of promotional efforts in creating customer recognition and memories of Britama savings.
Free lottery prizes and goods simultaneously affect sales promotions, where free goods have the most impact. This result indicates that additional incentives such as souvenirs can increase customer interest and participation in the promotional program offered.

Implications

This study provides valuable insights for BRI in designing an effective marketing strategy to increase brand awareness and maximize the results of sales promotions. By understanding the effect of the promotion mix on brand awareness, BRI can optimize its existing marketing methods, not only to increase sales but also to build better relationships with customers and maintain their loyalty to the Britama savings brand.

Recommendations

Based on the findings of this study, the following recommendations are made:

BRI should continue to invest in promotional efforts, particularly in sales promotion, to create customer recognition and memories of Britama savings.
BRI should consider offering additional incentives, such as free goods, to increase customer interest and participation in the promotional program offered.
BRI should conduct regular market research to stay informed about customer needs and preferences and to adjust its marketing strategies accordingly.

Frequently Asked Questions

Q: What is the purpose of this study? A: The purpose of this study is to analyze the effect of the promotion mix on Britama savings brand awareness in the Tebing Tinggi branch office of PT. BRI (Persero) Tbk.

Q: What is the promotion mix? A: The promotion mix refers to the combination of advertising, sales promotion, and public relations used by a company to promote its products or services.

Q: What are the key findings of this study? A: The key findings of this study are:

Advertising, sales promotion, and public relations simultaneously have a significant influence on brand awareness.
Sales promotion is the most influential factor among the three components.
Lottery prizes and free goods have a significant effect on sales promotion.
Free goods have the greatest influence on the effectiveness of sales promotion.

Q: What are the implications of this study? A: The implications of this study are:

BRI should continue to invest in promotional efforts, particularly in sales promotion, to create customer recognition and memories of Britama savings.
BRI should consider offering additional incentives, such as free goods, to increase customer interest and participation in the promotional program offered.
BRI should conduct regular market research to stay informed about customer needs and preferences and to adjust its marketing strategies accordingly.

Q: What are the limitations of this study? A: The limitations of this study are:

The study was conducted in a single branch office, which may not be representative of the entire company.
The sample size was relatively small, which may not be representative of the entire population.
The study only examined the effect of the promotion mix on brand awareness and did not consider other factors that may influence brand awareness.

Q: What are the future research directions? A: The future research directions are:

Conducting a similar study in other branch offices to determine if the findings are generalizable.
Examining the effect of other marketing mix elements, such as product and price, on brand awareness.
Investigating the impact of digital marketing on brand awareness.

Q: What are the practical implications of this study? A: The practical implications of this study are:

BRI can use the findings of this study to inform its marketing strategy and improve its promotional efforts.
BRI can use the results of this study to develop targeted marketing campaigns that are more effective in reaching its customers.
BRI can use the findings of this study to improve its customer relationships and increase customer loyalty.

Q: What are the theoretical implications of this study? A: The theoretical implications of this study are:

The study provides evidence for the importance of the promotion mix in creating brand awareness.
The study highlights the need for companies to invest in promotional efforts to create customer recognition and memories of their products or services.
The study provides insights into the role of sales promotion and free goods in increasing customer interest and participation in promotional programs.

Q: What are the contributions of this study? A: The contributions of this study are:

The study provides new insights into the effect of the promotion mix on brand awareness.
The study highlights the importance of sales promotion and free goods in increasing customer interest and participation in promotional programs.
The study provides evidence for the need for companies to invest in promotional efforts to create customer recognition and memories of their products or services.