STRATEGI PEMASARAN DIGITAL PROGRAM KREDIT SEJAHTERA (PROKESRA) MELALUI MEDIA SOSIAL DI PT BANK PEREKONOMIAN RAKYAT JATIM CABANG BATU

This study aims to analyze the digital marketing strategy of the Prokesra credit product through social media implemented by PT BPR Jatim Batu Branch. The method used was descriptive qualitative, using interviews and observations of the Instagram account @bankumkmjatim. The result indicate that the strategy includes segmenting micro-enterprises, determining targets based on domicile and customer characteristics, and meeting the need for fast credit access. Social media is used to disseminate promotional content in the forms of Prokesra education and testimonials from UMKM. However, obstacles were identified, such as the suboptimal use of media social and a lack of human resources. Overall, this strategy is quite effective, but needs strengthening in terms of interaction and digital reach.