Strategies for Promoting Bancassurance Products in West Java: A Study of Bank XXX's Internal and External Factors

Abstract

Purpose: The Theory of Planned Behavior (TPB), a psychological study that aims to comprehend human behavioral tendencies, is applied. The purpose of this research is to examine the methods employed by Bank XXX West Java for marketing assurance products.
 Research methodology: To gather quantitative data, questionnaires and descriptive analyses were used to investigate Bank XXX Indonesia's internal strategies, including Segmentation, Targeting, and Positioning (STP), as well as the expanded 7Ps. PESTLE, SWOT, TOWS matrix, and customer analysis were also used for external analysis.
 Results: The recommendations of this study emphasize the need for continuous market analysis to improve strategies and explore potential areas for future research. To deepen the understanding of consumer behavior in the banking industry, future studies could focus on the marketing mix and delve into consumer behavior and the decision-making processes.
 Limitations: This research aims to provide theoretical insights into practical applications, valuable industry insights, and open up opportunities for further exploration of customer behavior in the banking industry.
 Implementation: It was discovered that there was a direct relationship between purchase intention and loyalty. Customers who were satisfied with Bank XXX West Java had a higher attitude towards behavior, subjective norms, perceived behavioral control, perceived risk, and trustworthiness.