The Effectiveness of Digital Marketing for the Be Pung Mobile App in Helping the NTT Bank Kupang Main Branch Achieve Its Market Targets

Abstract

This study aims to analyze the digital marketing strategy using the Be Pung Mobile app to reach the target market at the Kupang Main Branch of Bank NTT. Advances in digital technology have prompted banks to optimize mobile banking services as a marketing tool and to improve customer access to services. This study employs a qualitative approach with a descriptive method to gain an in-depth understanding of the implementation of the digital marketing strategy. Data collection was conducted through in-depth interviews and documentation with relevant parties at Bank NTT’s Kupang Main Branch. Data analysis involved data reduction, data presentation, and drawing conclusions. The results show that Bank NTT’s Kupang Main Branch has effectively implemented a digital marketing strategy through the Be Pung Mobile app, including digital promotions, educating customers on app usage, and optimizing mobile banking services. The implementation of these strategies has increased service reach, expanded market segments, and had a positive impact on the use of banking products and services. Thus, the use of Be Pung Mobile has become a key strategy in supporting Bank NTT’s market target achievement and digital transformation.