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All Journal Momentum : Jurnal Sosial dan Keagamaan Management Studies and Entrepreneurship Journal (MSEJ)
Nur Prasetyo
Universitas Bakti Indonesia
Religion Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Revitalisasi Kinerja Sumber Daya Manusia Mempengaruhi Produktivitas Organisasi Nur Prasetyo
MOMENTUM : Jurnal Sosial dan Keagamaan Vol 9 No 2 (2020): October 2020
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat STI. Blambangan Banyuwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29062/mmt.v9i2.84

Abstract

Abstract: Organizations can apply organizational behavior if there are human resources who run it, by the knowledge and abilities possessed. Humans are still vital determinants and controllers of an organization in carrying out its work or business processes so that positive interactions between its human resources and the organizations that shelter it can make a symbiotic relationship of mutualism. Although, in this era of disruption some human roles have been replaced by machines and robotics. To produce and deliver the desired quality of human resources and be able to compete and compete comprehensively and holistically in this global competition. Of course, it takes the ability and knowledge of the organization in its management. Some factors affect organizational productivity to be able to compete and compete in their fields optimally, namely, the revitalization factor of the performance of human resources in the organization. The revitalization process of human resource performance greatly influences the success of organizational productivity in facing challenges and competition in various sectors and as an indicator of the existence of the organization in the future. Success and failure in the process of revitalizing the performance of human resources depend on the extent to which the organization treats its human resource assets. A good organization will always update and upgrade all the needs of its human resource assets to be able to provide complete services and become a productive, effective organization that has an output value both in quality and quantity.
Implementasi Strategi Pemasaran Direct Selling Produk Tabungan Emas dalam Meningkatkan Keputusan Pembelian Nasabah di PT Pegadaian Unit Pelayanan Cabang Muncar Nur Ika Faizatus Soleha; Nur Prasetyo; Yeni Hilma Dwiyanti
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 3 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i3.10298

Abstract

Penelitian ini bertujuan menganalisis implementasi strategi pemasaran direct selling dalam meningkatkan keputusan pembelian produk Tabungan Emas di PT Pegadaian Unit Pelayanan Cabang Muncar. Latar belakang penelitian ini adalah rendahnya literasi digital dan pemahaman masyarakat terhadap Tabungan Emas, sehingga diperlukan pendekatan pemasaran langsung yang sesuai dengan karakteristik lokal. Penelitian menggunakan metode kualitatif deskriptif dengan teknik observasi partisipatif, wawancara mendalam, dan dokumentasi. Informan terdiri dari pimpinan cabang, karyawan, dan nasabah yang dipilih melalui purposive dan snowball sampling. Hasil penelitian menunjukkan bahwa strategi direct selling diterapkan melalui edukasi produk, pendekatan personal, presentasi langsung, dan sosialisasi berbasis komunitas. Strategi ini efektif dalam membangun kepercayaan, meningkatkan pemahaman, serta mendorong minat hingga keputusan pembelian produk Tabungan Emas. Kendala yang dihadapi meliputi keterbatasan sumber daya manusia, waktu, faktor cuaca, dan rendahnya literasi keuangan. Namun, hambatan tersebut dapat diatasi melalui adaptasi strategi di lapangan dan peningkatan kualitas komunikasi tenaga pemasar. Kesimpulan penelitian ini menegaskan bahwa direct selling relevan diterapkan pada masyarakat dengan literasi digital rendah. Penelitian ini menyarankan agar PT Pegadaian memperkuat pelatihan tenaga pemasar dalam komunikasi persuasif, memperluas jangkauan sosialisasi ke komunitas belum teredukasi, serta mengintegrasikan strategi direct selling dengan saluran digital untuk efektivitas jangka panjang.
Co-Authors Nur Ika Faizatus Soleha Yeni Hilma Dwiyanti