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All Journal eMBeJi : Manajemen dan Bisnis Jurnal Economic and Business Horizon
Mulyani, Roch
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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KOMPETENSI TENAGA PENJUAL KARTU KREDIT SEBAGA UPAYA MENARIK MINAT NASABAH Mulyani, Roch
Manajemen & Bisnis Jurnal Vol 4 No 1 (2018)
Publisher : Magister Manajemen Universitas Wisnuwardhana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (562.363 KB) | DOI: 10.37303/embeji.v4i1.100

Abstract

The concept of competency applied by the Bank Rakyat Indonesia Surakarta Unit has not been well realized in the field of credit card sales at Bank Rakyat Indonesia Surakarta. This is marked by the lack of knowledge about credit card products and its features. The purpose of this study is to analyze and describe the orientation of working smart, Quality Control System, Quality Training System can improve the competence of Bank Rakyat Indonesia Surakarta credit card sales force. The results of the study explain that, the sales force (sales) of Bank Rakyat Indonesia Surakarta. In carrying out their work using orientation works smart. The quality control system at Bank Rakyat Indonesia Surakarta is done by Atasa, who always requests a daily report (credit card customer data) that have been visited. Good quality sales training is the foundation of the success of Bank Rakyat Indonesia Surakarta. In providing salespeople understanding to know more about credit card features. Keywords: Smart Work Orientation, Quality Control System, Quality Training System
Exploring The Impact of Promotional Strategies on New Product Success in the FMCG Sector Trihatmoko, R. Agus; Mulyani, Roch
Economic and Business Horizon Vol. 4 No. 1 (2025): January
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.4.1.2025.528

Abstract

This study explores the impact of promotional strategies on the success of new products in the Fast-Moving Consumer Goods (FMCG) sector, with a particular focus on the dynamics between manufacturers, distributors, and wholesalers. As the FMCG market is characterized by intense competition and rapid product cycles, promotional strategies play a critical role in driving consumer demand, shaping brand image, and influencing market share. Despite extensive research on the broader marketing mix, limited attention has been given to the specific influence of promotional tactics on new product success within this sector. This research bridges that gap by analyzing how different promotional approaches, including Above-The-Line (ATL) and Below-The-Line (BTL) strategies, impact both immediate buyer responses and long-term product performance. The findings suggest that promotion not only directly influences product visibility and consumer loyalty but also shapes market competition and pricing strategies. Additionally, the study highlights the interplay between promotional strategies and the competitive environment, providing valuable insights into how marketers can optimize promotional efforts to foster sustainable market growth. By applying a relationship marketing theory framework, this research provides actionable recommendations for FMCG companies to refine their promotional strategies, ensuring both short-term sales success and long-term brand recognition.
Co-Authors Trihatmoko, R. Agus