BRI MARKETING STRATEGY: DIGITALIZATION OF INFORMATION SYSTEM THROUGH BUNDLING ATM WITH STUDENT ID CARD

Abstract

Merdeka Learning Campus Merdeka (MBKM) is a program created by the Ministry of Education, Culture, Research and Technology that gives students the right to carry out learning outside of college, gain real work experience in certain companies, institutions, or organizations which aims to encourage students to master science as a provision for entering the world of work. This article examines the application of the bundling method as a strategy to attract the student segment and find out an overview of the marketing strategies carried out by Bank Rakyat Indonesia Purwokerto Branch Office in increasing the number of customers. Bank Rakyat Indonesia Purwokerto Branch Office conducts marketing strategies by collaborating with various educational institutions, one of which is STMIK Widya Utama Purwokerto. Being a student in an educational institution is required to have an identity card as official proof of student status. In this case, the problem faced is that many students still do not have a savings account as a requirement for issuing a student identification card. Bank Rakyat Indonesia provides a solution by providing cards that are integrated with banking services. With this marketing strategy, Bank Rakyat Indonesia can increase the number of customers in the educational environment. By combining these two products, it is expected to make it easier for students to access services digitally and physically. The results of this paper show that the application of the bundling method is able to increase the number of account openings in the educational environment and strengthen Bank Rakyat Indonesia.