Kajian Literature Review: Pengaruh Strategi Promosi Terhadap Keputusan Menabung Pada Bank Konvensional Di Indonesia

Abstract

This study aims to analyze the influence of promotional strategies on saving decisions in conventional banks in Indonesia. Promotion strategy is a key element of the marketing mix that plays an important role in attracting new customers and retaining existing ones. This research uses a literature study method by analyzing ten relevant scientific journals. The findings indicate that effective promotional strategies—through advertising, personal selling, sales promotion, public relations, and digital marketing—positively influence people's decisions to save in banks. Intensive and well-targeted promotions that meet customers’ preferences increase trust and loyalty. In conclusion, the success of a promotion depends not only on its  frequency but also on the quality of its message and medium.