STRATEGI KOMUNIKASI PEMASARAN PADA PRODUK BOHUSAMI DI DIVISI PENGEMBANGAN BISNIS DAN JARINGAN BANK SULUTGO

Abstract

Bank SulutGo, as a regional development bank, has one of its flagship products, namely Bohusami, which is aimed at meeting community needs. This study aims to analyze the marketing communication strategy of the Bohusami product implemented by the Business Development and Network Division of Bank SulutGo and identify supporting and inhibiting factors in its implementation. Amidst the rapid pace of globalization, the Indonesian banking sector continues to experience major changes. One of the financial institutions that plays a role in regional economic development is Bank SulutGo. The Business Development and Network Division of Bank SulutGo is faced with the challenge of continuously improving their banking services and products. This situation not only reflects the dynamics of the ever-changing market but also shows the importance of marketing communication strategies in attracting public attention and trust. Based on the direct experience of employees and customers, it is clear that well-established communication can create stronger and more meaningful relationships between banks and consumers who become customers. It is crucial to know and understand how the implemented communication strategy influences the way customers view and make decisions about bank services. Meanwhile, PT. Bank SulutGo has many types of banking products tailored to community needs. However, not many customers and potential customers are naturally drawn to Bank SulutGo products as their preferred and priority products. This is due to customers becoming increasingly critical and selective in choosing banking products, as well as public ignorance about Bank SulutGo's banking products.