Penerapan Strategi Promosi Deposito Di PT. Bank Tabungan Negara (Persero) Kantor Cabang Bandung Timur

Abstract

Indonesia's stable economic growth has driven the development of the financial sector, including banking. However, the contribution of Indonesian banks to the Gross Domestic Product (GDP) and the level of public participation in investment, particularly deposits, is still relatively low compared to neighbouring countries. The low level of public understanding regarding deposit products, coupled with negative perceptions towards marketing systems, poses a challenge for banks, including PT Bank Tabungan Negara (Persero) Tbk Branch Office Bandung Timur, in expanding their market share. This community service activity aims to enhance public literacy regarding deposits while providing practical experience for students. The method used is a participatory approach through observing promotional strategies, direct education to the public, and student involvement in marketing practices at the Consumer Funding Unit. Data was collected through observation, interviews, documentation, and literature review, then analysed using descriptive qualitative methods. The results of the activity showed an increase in the community's understanding of the benefits and mechanisms of deposits, active student participation in supporting promotions, and the formulation of strategic recommendations for Bank BTN. Thus, this activity contributed to improving the community's financial literacy while strengthening the synergy between academia and the banking industry in encouraging community investment growth.