The Role of Marketing Mix (7P) in Increasing The Number of Customers at BNI Bank Jambi Branch
DOI:
https://doi.org/10.38035/gijea.v4i4.877Keywords:
Marketing Mix, Customer Acquisition, Banking Services, Competitive AdvantageAbstract
This research investigates the role of seven P marketing mix in increasing the number of customers at Bank BNI Jambi Branch. The banking industry faces intense competition in customer acquisition, requiring the implementation of effective marketing strategies. Through a structural equation model involving 310 bank customer respondents, this study found that all marketing mix elements including Product, Price, Place, Promotion, People, Process, and Physical Evidence significantly influence customer acquisition at Bank BNI. The findings show that People and Process have the strongest impact, followed by Place and Product. Based on these findings, achieving excellence in service quality through competent human resources and efficient processes should be a priority for sustainable banking marketing. Furthermore, integration of all seven P elements is crucial to create superior customer value and enhance competitive advantage in the banking sector.
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