Strategi Promosi Kredit Kepemilikan Rumah (KPR) Bank Tabungan Negara (BTN) Ternate

Abstract

This study aims to analyze the promotion strategies for Home Ownership Loans (KPR) implemented by Bank Tabungan Negara (BTN) Ternate Branch. The research employs a descriptive qualitative approach, with data collected through observation, in-depth interviews with key informants, and documentation studies. The results reveal that fluctuations in KPR sales during the 2019–2021 period were caused by suboptimal innovation and inconsistency in promotional strategies. BTN Ternate implemented five promotional strategies: personal selling, advertising, cooperation, sales promotion, and public relations. A unique finding of this study is the identification of cooperation as an additional strategy not covered in conventional promotion mix theories. These strategies were operationalized through various tactics, including the use of marketing decks, digital social media, brochure distribution, incentive provision, and informal employee interactions. Based on these findings, the study recommends several improvements: optimizing digital strategies through more interactive content and targeted advertising, enhancing the quality of marketing human resources via ongoing training programs, innovating more structured sales promotion programs, strengthening strategic cooperation networks with property developers, and implementing a periodic evaluation system based on performance indicators. For future research, it is recommended to conduct quantitative studies to measure strategy effectiveness, explore external factors influencing sales fluctuations, perform comparative studies with other BTN branches, analyze customer perceptions, and develop an integrated promotion model adaptive to local characteristics.