Analysis of Marketing Strategy for Pension Fund Savings Products in Improving Purchase Decisions for Customers of PT Bank Negara Indonesia (Persero) Tbk Manado Branch Office
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Academic Journal Incorporations
Abstract
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The development of economic progress in the world today is followed by the increasing public need for the existence of a banking system, especially in the field of economic financing. Banking is one of the institutions that play a very important role in the economy of a country. The more developed the pattern of people's lives and the economic transactions of a country, the more it is necessary to increase the role of the banking sector through the development of its service products. Many financial institutions, including banks, offer various types of attractive products and facilities, thereby increasing competition in each financial institution and in general these products and facilities are utilized by people at all age levels, from children to the elderly. This study discusses the marketing strategy of the Pension Fund savings product in improving purchasing decisions. DPLK BNI is one of the business units of Bank BNI with a product called BNI Simponi (BNI Pension Savings) which provides pension program solutions for all levels of society regardless of their profession who wants to prepare themselves for prosperity in old age. In its operation, BNI DPLK acts as a trustee who collects contributions from participants, manages and develops funds optimally and professionally while taking into account the precautionary principle, thereby providing a sense of security for BNI DPLK participants. , promotions and physical evidence have an effect on purchasing decisions. The analytical method used is the validity test.
Keywords
Product, Place, Promotion, Physical Evidence and Purchase Decision