ANALISIS MARKETING MIX STRATEGY DAN DIGITAL MARKETING STRATEGY DALAM MENGHADAPI PERSAINGAN BISNIS PERBANKAN (STUDI KASUS PADA PT BPRS BANGKA BELITUNG)

The purpose of this research is to find out the implementation of mix marketing strategy and digital marketing strategy in facing banking business competition at PT BPRS Bangka Belitung. This research was conducted in Bangka Belitung Islands Province which has the fourth highest economic level in Indonesia. This is one of the factors of the increasing pace of the development of Islamic finance industry which results in a high level of banking competition. The research conducted was qualitative research with the research object of PT BPRS Bangka Belitung as the first Islamic bank established in Bangka Belitung Islands. In the selection of subjects or informants, the researcher used purposive sampling technique. The results of this study showed that the indicators in mix marketing strategy and digital marketing strategy had an important role in improving the company's performance, especially in facing banking competition. PT BPRS Bangka Belitung has implemented all aspects of mix marketing strategy and digital marketing strategy, has conducted an evaluation related to the problems in the facing of competition and have done follow up in facing the problems that arose as a result of banking business competition.