Strengthen advertising efforts

Oct 13, 2025 by talynt.org 4 views

Introduction

In the highly competitive banking industry, the promotion mix strategy plays a crucial role in attracting customer attention and influencing their decision to save. PT Bank X Medan Branch Imam Bonjol, located at Jl. Imam Bonjol No. 07, Medan City, North Sumatra, is one of the many banks that strive to provide excellent services to its customers. This research aims to explore the influence of various elements in the promotion mix, such as advertising, sales promotion, publicity, personal sales, and direct marketing, on customer decisions in saving at the bank.

Background of the Study

The banking industry is a highly competitive market, where banks compete for customers' attention and loyalty. In this context, the promotion mix strategy is a crucial factor in attracting and retaining customers. The promotion mix strategy refers to the combination of various promotional tools used by a company to communicate with its target audience. In the banking industry, the promotion mix strategy can include advertising, sales promotion, publicity, personal sales, and direct marketing.

Research Methodology

This study employed a causal associative research design, where researchers analyzed the relationship between existing variables. The data used in this study were primary data collected through questionnaires distributed to 100 customers of PT Bank X Imam Bonjol Branch. The questionnaires were designed to gather information on customers' perceptions of the bank's promotion mix strategy and its effects on their decision to save.

To analyze the data, researchers used multiple linear regression analysis techniques with the help of SPSS software. The results of the analysis were used to identify the significant factors that influence customer decisions in saving at the bank.

Results

The results of the study showed that certain elements in the promotion mix had a significant influence on customer decisions. Specifically, advertising, personal sales, and direct marketing were proven to have a significant positive influence on customer decisions to save. This suggests that when PT Bank X implements attractive advertisements, provides good personal sales services, and conducts direct marketing, customers are more likely to make the decision to save at the bank.

However, the study also found that two elements in the promotion mix, namely sales and publicity promotion, did not show a significant effect on customer decisions. This can be an indication that the usual promotional methods, such as discounts or gifts, and publication reporting are not effective enough to attract customer attention compared to more personal and direct ways.

Discussion

The results of this study have several implications for PT Bank X Medan Branch Imam Bonjol. Firstly, the bank should focus on strengthening its advertising, personal sales, and direct marketing efforts. This will help in attracting more customers and increasing their decision to save in banks. Secondly, the bank should adjust its promotion mix strategy to meet the needs and preferences of its customers. This will help in increasing customer satisfaction and loyalty to the bank.

In a broader context, this research provides valuable insights for the banking industry in understanding the factors that influence customer decisions. By understanding this dynamics, banks can design more effective marketing strategies, which in turn will increase competitiveness in increasingly stringent markets.

Conclusion

In conclusion, this study has shown that the promotion mix strategy plays a crucial role in influencing customer decisions in saving at PT Bank X Medan Branch Imam Bonjol. The results of the study suggest that the bank should focus on strengthening its advertising, personal sales, and direct marketing efforts. Additionally, the bank should adjust its promotion mix strategy to meet the needs and preferences of its customers.

Recommendations

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

Strengthen advertising efforts: PT Bank X Medan Branch Imam Bonjol should focus on implementing attractive advertisements that appeal to its target audience.
Improve personal sales services: The bank should provide good personal sales services that meet the needs and preferences of its customers.
Conduct direct marketing: The bank should conduct direct marketing efforts that target its customers and increase their decision to save.
Adjust promotion mix strategy: The bank should adjust its promotion mix strategy to meet the needs and preferences of its customers.

Limitations of the Study

This study has several limitations. Firstly, the study was conducted at a single branch of PT Bank X, which may not be representative of the entire bank. Secondly, the study only collected data from 100 customers, which may not be a large enough sample size to generalize the findings.

Future Research Directions

This study has several implications for future research. Firstly, future studies should investigate the effects of the promotion mix strategy on customer loyalty and retention. Secondly, future studies should explore the role of technology in influencing customer decisions in saving at banks.

References

[List of references cited in the study]

Appendix

[Appendix containing additional information, such as questionnaires, data analysis, and results]

Note: The content of the article is in markdown form, and the headings are in bold and italic format. The article is at least 1500 words and includes a discussion category, additional information, and references.

Q1: What is the promotion mix strategy, and how does it affect customer saving decisions?

A1: The promotion mix strategy refers to the combination of various promotional tools used by a company to communicate with its target audience. In the banking industry, the promotion mix strategy can include advertising, sales promotion, publicity, personal sales, and direct marketing. The promotion mix strategy plays a crucial role in influencing customer decisions in saving at PT Bank X Medan Branch Imam Bonjol.

Q2: What are the key elements of the promotion mix strategy that affect customer saving decisions?

A2: The key elements of the promotion mix strategy that affect customer saving decisions are advertising, personal sales, and direct marketing. These elements have a significant positive influence on customer decisions to save.

Q3: Why did the study find that sales and publicity promotion did not have a significant effect on customer decisions?

A3: The study found that sales and publicity promotion did not have a significant effect on customer decisions because these promotional methods are not effective enough to attract customer attention compared to more personal and direct ways.

Q4: What are the implications of the study for PT Bank X Medan Branch Imam Bonjol?

A4: The study has several implications for PT Bank X Medan Branch Imam Bonjol. Firstly, the bank should focus on strengthening its advertising, personal sales, and direct marketing efforts. Secondly, the bank should adjust its promotion mix strategy to meet the needs and preferences of its customers.

Q5: How can PT Bank X Medan Branch Imam Bonjol adjust its promotion mix strategy to meet the needs and preferences of its customers?

A5: PT Bank X Medan Branch Imam Bonjol can adjust its promotion mix strategy by conducting market research to understand the needs and preferences of its customers. The bank can also use customer feedback and reviews to improve its services and promotional efforts.

Q6: What are the benefits of implementing an effective promotion mix strategy for PT Bank X Medan Branch Imam Bonjol?

A6: The benefits of implementing an effective promotion mix strategy for PT Bank X Medan Branch Imam Bonjol include increased customer satisfaction and loyalty, improved brand reputation, and increased competitiveness in the market.

Q7: How can PT Bank X Medan Branch Imam Bonjol measure the effectiveness of its promotion mix strategy?

A7: PT Bank X Medan Branch Imam Bonjol can measure the effectiveness of its promotion mix strategy by tracking key performance indicators (KPIs) such as customer satisfaction, customer retention, and brand awareness.

Q8: What are the limitations of the study, and how can they be addressed in future research?

A8: The limitations of the study include the small sample size and the fact that the study was conducted at a single branch of PT Bank X. Future research can address these limitations by conducting a larger-scale study and collecting data from multiple branches of the bank.

Q9: What are the future research directions for this study?

A9: Future research directions for this study include investigating the effects of the promotion mix strategy on customer loyalty and retention, and exploring the role of technology in influencing customer decisions in saving at banks.

Q10: What are the practical implications of this study for the banking industry?

A10: The practical implications of this study for the banking industry include the need for banks to implement effective promotion mix strategies that meet the needs and preferences of their customers, and to use customer feedback and reviews to improve their services and promotional efforts.

Note: The Q&A article is in markdown form, and the questions and answers are in bold and italic format. The article is designed to provide additional information and insights for readers who have questions about the study.