Evaluation of Customer Savings Interest: A Marketing Mix Approach Study

Abstract

This study aims to evaluate the influence of marketing mix strategies on increasing customer interest in saving at PT BPR BKK Wonosobo during the 2022–2025 period. The growth of third-party funds is a vital indicator of the health of Bank Perekonomian Rakyat (BPR Rural Bank) in carrying out its intermediation function. Therefore, this study analyzes the implementation of product variables, prices (interest rates and service fees), location, and promotions in encouraging growth in the number of customers and savings volume. This study uses quantitative methods through secondary data analysis in the form of annual savings growth reports to observe trends in the number of accounts and nominal balances. This data is then linked to the bank's marketing mix policy to identify the most contributing marketing elements. The results show a very significant growth trend for four consecutive years. The number of savings customers increased by 79.9%, from 4,843 customers in 2022 to 8,714 customers in 2025. Concurrently, the nominal savings balance grew rapidly from Rp16,230,667,861 to Rp28,016,072,676. The increase in average annual balances, reaching over Rp3.9 billion per year, demonstrates that the marketing mix strategy, particularly the location and product trust elements, is effective in attracting public interest. In conclusion, the marketing mix strategy successfully increased interest in saving. Psychologically (trust) and operationally (products and services), the bank's appeal was successfully translated into tangible economic action, resulting in a surge in accounts and balances. Management is advised to maintain consistent service and promotional strategies to sustain this growth.