STRATEGI TRANSFORMASI PEMASARAN SMART BRANCH DI BANK MANDIRI REGIONAL II PALEMBANG

The purpose of this research is to analyze, and prove the marketing transformation strategy, and find out the factors that are inhibiting the implementation of the transformation strategy on smart branches at Bank Mandiri Regional II Palembang. The research method used in this study is qualitative. The qualitative method is a research procedure that produces descriptive data in the form of written or spoken words from people or behavior that can be observed. The type of research in this research is a case study with a single case study design. This study uses a descriptive research design. The smart branch marketing transformation strategy at Bank Mandiri Regional II Palembang has been implemented quite effectively, this digital banking 5.0 innovation by Mandiri offers a different experience from other banking services because of the ease, speed, and actualization of solving customer needs very structured and measurable according to customer needs. Factors obstacles to the implementation of the smart branch transformation strategy at Bank Mandiri regional II Palembang of course exist and are still obstacles to the smooth implementation of digital banking, these obstacles arise from both internal and external problems and the bottom line is still dealing with human resources who are still not qualified and lack knowledge so not being able to maximize the potential for easy service from smart branches, besides that because this smart branch is classified as a new program, the application still often experiences problems and errors.