| NIM | F1C020018 |
|---|
| Namamhs | SEKAR AYU KINASIH |
|---|
| Judul Artikel | Setrategi Personal Selling Bank Jateng Kantor Cabang Purwokerto dalam Mensosialisasikan Layanan M-Banking kepada Nasabah Pensiunan |
|---|
| Abstrak (Bhs. Indonesia) | Adanya layanan berbasis mobile dalam perbankan (m-banking) telah menawarkan berbagai kemudahan. Namun, pada kenyataannya masih terdapat nasabah Bank Jateng Kantor Cabang Purwokerto yang belum menggunakannya, khususnya nasabah pensiunan. Minat nasabah pesniunan untuk menggunakan layanan m-banking menjadi urgensi yang perlu ditangani. Penelitian ini bertujuan untuk mengetahui strategi personal selling, tahapan strategi personal selling, serta kelebihan dan kekurangan dari strategi personal selling yang dilakukan Bank Jateng Kantor Cabang Purwokerto dalam mensosialisasikan layanan m- banking kepada nasabah pensiunan. Informan dalam penelitian ini merupakan kepala bidang dan dua staff pemasaran, serta satu teller Bank Jateng Kantor Cabang Purwokerto. Metode yang digunakan dalam penelitian ini yaitu kualitatif dengan pendekatan studi kasus. Metode pengumpulan data yang digunakan yaitu observasi, wawancara, dan dokumentasi. Peneliti menggunakan Model SMCR dari Berlo (1960) dalam mengkaji penelitian ini. Hasil penelitian ini adalah Bank Jateng Kantor Cabang Purwokerto menggunakan strategi personal selling dalam bentuk field dan retail selling dengan tujuh tahapan yaitu prospecting, preapproach, approach, presentation, handling objection, closing, dan follow-up. Selain itu, terdapat kelebihan dari strategi personal selling yang digunakan yaitu personalisasi dan interaksi secara langusng, pendekatan emosional, promosi menarik, fokus pada kepuasan nasabah, dan kemampuan melakukan cross-selling, serta kekurangannya berupa kurangnya spesifikasi data dan keterbatasan kompatibilitas gadget. |
|---|
| Abtrak (Bhs. Inggris) | The existence of mobile-based services in banking (m-banking) has offered various conveniences. However, in reality, there are still Bank Jateng customers at the Purwokerto Branch Office who haven’t used it, especially retired customers. The interest of retired customers in using m-banking services is an urgency that needs to be addressed. This research aims to determine the personal selling strategy, the stages of the personal selling strategy, as well as the advantages and disadvantages of the personal selling strategy carried out by Bank Jateng at the Purwokerto Branch Office in socializing m-banking services to retired customers. The informants in this research were the head of the department and two marketing staff, as well as one teller at the Bank Jateng Purwokerto Branch Office. The method used in this research is qualitative with a case study approach. The data collection methods used were observation, interviews, and documentation. Researchers used the SMCR Model by Berlo (1960) in reviewing this research. The results of this research show that Bank Jateng Purwokerto Branch Office uses a personal selling strategy in the form of field and retail selling with seven stages, namely prospecting, preapproach, approach, presentation, handling objections, closing, and follow-up. Apart from that, there are advantages to the personal selling strategy used, that is personalization and direct interaction, emotional approach, attractive promotions, focus on customer satisfaction, and the ability to do cross-selling, as well as disadvantages in the form of a lack of data specifications and limited gadget compatibility. |
|---|
| Kata kunci | Personal selling, Socialization, Mobile banking, Retired customers |
|---|
| Pembimbing 1 | Dr. Shinta Prastyanti, S.IP., M.A. |
|---|
| Pembimbing 2 | Dr. Agoeng Noegroho, S.Sos., M.Si. |
|---|
| Pembimbing 3 | Drs. Chusmeru, M.Si. |
|---|
| Tahun | 2024 |
|---|
| Jumlah Halaman | 11 |
|---|
| Tgl. Entri | 2024-07-08 10:24:52.580254 |
|---|