Strategi promosi dengan family, friends, fans dan followers pada produk tabungan di Bank Syariah Indonesia Kantor Cabang Palangka Raya 2

Aji, Bayu Dwi (2022) Strategi promosi dengan family, friends, fans dan followers pada produk tabungan di Bank Syariah Indonesia Kantor Cabang Palangka Raya 2. Undergraduate thesis, IAIN Palangka Raya.

Text SKRIPSI BAYU DWI AJI & 1704110192.pdf Download (1MB)

Abstract

Penelitian ini mengkaji Bank Syariah Indonesia Kc 2 Palangka Raya menerapkan strategi promosi 4F (friends,fans,family dan followers) dalam memasarkan produk tabungan tabungan agar meningkatkan eksistensi dan pertumbuhan sehingga tetap mampu bersaing di era digital sekarang. Perkembangan teknologi internet diadopsi oleh industri perbankan untuk meningkatkan pelayanan, peluang ini juga digunakan oleh bank-bank yang ada di Indonesia, baik bank syariah ataupun bank konvensional. Semakin tinggi tingkat persaingan sehingga diperlukan bauran pemasaran jasa yang berbeda dibandingkan dengan bauran pemasaran tradisional yang telah dikenal selama ini. Adapun rumusan masalahnya yaitu (1) Bagaimana Strategi Promosi 4F (Family, Friends, Fans dan Followers) diterapkan di BSI Kc 2 Palangka Raya; (2) Apa faktor pendukung dan penghambat strategi 4F (Family, Friends, Fans dan Followers) Terhadap Keputusan Penggunaan Produk Tabungan di BSI Kc 2 Palangka Raya.

Penelitian ini merupakan penelitian lapangan dengan menggunakan metode penelitian kualitatif deskriptif. Adapun subjek dalam penelitian ini adalah pihak BSI Kc 2 Palangka Raya bagian Supervisor, Manager Marketing, Costumer Service BSI Kc 2 Palangka Raya. Teknik pengumpulan data dalam penelitian ini menggunakan teknik observasi, wawancara dan dokumentasi. Sampel penelitian ini diambil dengan menggunakan teknik purposive sampling. Pengabsahan data menggunakan teknik triangulasi teori dan triangulasi sumber, yaitu dengan cara membandingkan hasil data yang diperoleh dari beberapa metode pengumpulan data yang dilakukan.

Hasil penelitian ini menunjukkan bahwa (1) Berdasarkan penerapan strategi 4F (Friends, Fans, Family dan Followers) oleh Bank Syariah Indonesia Kc 2 Palangka Raya, terdapat strategi yang paling efektif yaitu strategi followers and friends. Pendekatan dengan followers karena merekalah yang terinformasi mengenai produk-produk yang disampaikan yang akan menjadi champion di BSI dan pendekatan dengan friends karena melalui teman ada rasa simpati untuk menabung di BSI. (2) Faktor pendukung strategi 4F terhadap penggunaan produk tabungan BSI KC 2 Palangka Raya yaitu membantu dalam mempromosikan menabung di BSI, menghemat biaya promosi. Faktor penghambat strategi 4F yaitu kurangnya edukasi tentang teknologi, kurangnya ketertarikan nasabah terhadap sistem online dan kurangnya mesin ATM.

ABSTRACT

This research examined Indonesia Syariah bank Kc 2 Palangka Raya which has implemented a 4F (friends, fans, family, and followers) promotion strategy in marketing saving products in order to increase their existence and develop to be able to compete in this digital era. The development of internet technology is adopted by the banking industry to improve services, this opportunity is used by a bank in Indonesia, both Syariah banks and conventional banks. The higher competition level, so the different service marketing is needed compared to the traditional promotion that has been known. The problems are (1) How is the 4F promotion strategy (family, friends, fans, and followers) implemented at BSI Kc 2 Palangka Raya; (2) What are the supporting and inhibiting factors for the 4F strategy (family, friends, fans, and followers) on the decision to use saving products at BSI Kc 2, Palangka Raya.

This research was field research using the qualitative descriptive research method. The subjects in this study were the supervisor, marketing manager, and customer service of BSI Kc 2 Palangka Raya. The data collection technique in this research used observation, interviews, and documentation. The sample was taken by using a purposive sampling technique. The data validation used theoretical triangulation and source triangulation techniques, it was comparing the obtained data from several data collections method carried out.

This result finding showed that (1) based on the implementation of the 4F strategy (friends, fans, family, and followers) by Indonesia Syariah Bank Kc 2 Palangka Raya, there was the most effective strategy were followers and friends. Approach with followers because they were the ones who are informed about the products that were delivered that become champions at BSI and approach with friends because it through there was sympathy for saving at BSI (2) The supporting factors for the 4F strategy towards the use of BSI Kc 2 Palangka Raya savings products are helping to promote saving at BSI, saving promotion costs. The inhibiting factors for the 4F strategy were the lack of education about technology, the lack of customer interest in the online system, and the lack of ATM machines.

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