Analysis of Marketing Strategy for Saving Product at Bank Mandiri during the COVID-19 Pandemic Using NVIVO12 as an Analysis Tool

Ratih Mandasari Seflinau

Abstract: This study aims to analyze the strategy that will be taken by one of the branches of Bank Mandiri during the COVID-19 pandemic using the SWOT analysis method. Data obtained through interviews with Branch Managers. The analytical tool used is the IFE EFE matrix, SWOT and QSPM analysis, and to maximize the results of the interview, the data will be processed using NVivo12 software.

Keywords: Marketing Strategy, Third Party Funds, SWOT Analysis, QSPM, Nvivo12