MARKETING STRATEGY ANALYSIS FOR M-BANKING PRODUCTS BYOND BSI KCP MALANG SOETTA (CASE STUDY OF DIGITAL SERVICE INNOVATION)

Abstract

This study aims to analyze the marketing strategy implemented by Bank Syariah Indonesia (BSI) KCP Malang Soetta in marketing the m-banking product BYOND by BSI. The focus of this study is on the digital service innovation that has been developed by BSI to introduce new mobile banking-based banking services to the public. This study reveals various marketing approaches used by BSI KCP Malang Soetta to increase market penetration, introduce digital products to a wider customer base, and face challenges in the digitalization of Islamic banking. The results of this study indicate that the marketing strategy implemented by Bank Syariah Indonesia (BSI) Malang Soetta in increasing the use of new mobile banking is through the right marketing strategy, such as market segmentation, market target determination, and the use of various promotional channels, such as word-of-mouth and social media, as well as teaching customers how to optimally utilize the BYOND feature.

KEYWORDS

Marketing Strategy, M-Banking, BYOND by BSI, Digital Service Innovation