The Impact Of Online And Proactive Marketing Strategies On Bank
DOI:
https://doi.org/10.24905/icobis.v2i1.9Keywords:
Online Marketing, Proactive Strategy, Customer Acquisition, Regional Branding, Multiple Linear RegressionAbstract
The rapid development of information and communication technology has encouraged banks to innovate in marketing strategies to improve competitiveness and expand their customer base. This study examines the effects of online marketing and proactive outreach strategies, both individually and simultaneously, on customer growth at Bank BKK Boyolali Nogosari Branch. An associative quantitative approach was used. Primary data were collected through structured questionnaires from 100 respondents selected using the Slovin formula. Data were analyzed using classical assumption tests and multiple linear regression with SPSS. The results show that online marketing (t = 4.820; p = 0.000) and proactive outreach strategies (t = 4.452; p = 0.000) each have a positive and significant effect on customer growth, with online marketing contributing slightly more (β = 0.406). Simultaneously, both variables significantly affect customer growth (F = 36.814; p = 0.000). The coefficient of determination (R² = 0.432) indicates that 43.2% of customer growth is explained by these variables, while 56.8% is influenced by other factors. Banks are therefore encouraged to integrate digital promotion and structured personal interaction to strengthen customer trust and expand market reach.
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