STRATEGI KOMUNIKASI PEMASARAN TERPADU DALAM MENINGKATKAN JUMLAH NASABAH PT. BANK SULUTGO

Abstract

The banking industry in Indonesia is facing strong competition from fintech amid fluctuating customers numbers. PT. Bank SulutGo, which is a regional bank in North Sulawesi, has been using integrated marketing communication strategies from 2020 to 2024. This quasi-qualitative study uses semi-structured interviews with five informants from the fund marketing division and triangulation for validity. The results show that the bank is using direct marketing through in-person visits and phone calls, sales deals like cashback and referrals, public relations through CSR activities, personal selling to build relationships, and advertising in both printed and online media. But there are still some issues with improving digital tools and keeping customers over time. PT. Bank SulutGo is doing a good job with integrated marketing communication, but it needs to work more on digital personalization and handling crises better.