Indonesia has a population density after China, India, and America. This encourages people's demand to have their own place to live. Financial institutions offer solutions for people who want to buy a house in installments for home purchase loans. As a financial institution that has an authority permit, the Bank BNI Harmoni branch also offers credit to prospective customers for properties to be targeted in the form of BNI Griya sales products. This study aims to understand and analyze the marketing strategy of Bank BNI Harmoni branch in increasing sales of BNI Griya through promotions and services carried out. Based on the results of the analysis using the theory of Marketing Mix (7P) and also the theory of STP (Segmentation, Targeting, Positioning), the results of the study show that Bank BNI Harmoni branch carries out promotions to prospective customers through workshops, distributing flyers and collaborating with developers. not yet fully effective. The results also show that the BNI Harmoni branch has not provided good service and received recommendations from many customers.

Keywords: Marketingstrategy, BNI GriyaHarmoni, Credit sales, MarketingMix, Customer service.