Analisis Kegiatan Operasional dan Strategi Marketing pada Bank BRI Unit Gading Cempaka

Abstrak

This study aims to analyze the operational activities and marketing strategies at Bank BRI Unit Gading Cempaka based on a one-month student internship. Using a qualitative descriptive approach, data were collected through observation, interviews, and documentation. Findings reveal that the Teller, Customer Service, and Marketing divisions each play a key role in supporting banking services and outreach. The 4P marketing strategy—Product, Price, Place, and Promotion—was found to be effectively implemented, especially in promoting products like BRImo, Simpedes, and KUR. Furthermore, direct interaction with customers and field surveys by marketing personnel strengthened trust and broadened access. Digital literacy remains a challenge among older customers, highlighting the importance of face-to-face education. This study offers insights for improving customer service and outreach strategies in local banking contexts.