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All Journal Jurnal Penelitian Ekonomi Manajemen dan Bisnis Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Atika Dwi Mabruroh
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Efektivitas Strategi Pemasaran dalam Membangun Kepercayaan Pengguna Pada BKKBISA Atika Dwi Mabruroh; Netti Nurlenawati; Dexi Triadinda
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2572

Abstract

In maintaining the growth of a business, efforts are needed to develop effective marketing strategies including digital marketing with the marketing mix method and strategies in increasing user trust. This study aims to determine the effectiveness of marketing strategies in building BKKBISA user trust. The research method used was a qualitative approach, data collection techniques were carried out by interview, observation, and documentation with the director of PT TNR Solution Indonesia, BKKBISA users, and HR. Sinergia (BKKBISA partnership). The results of this study indicate that the marketing strategy carried out by BKKBISA in building user trust is with product strategy, price, place, promotion, people, process, and physical evidence. In addition, stratregies are also used in increasing consumer confidence, such as ability, benevolance, and integrity. From the application of these strategies, it was found that the marketing strategy carried out was effective, this was evidenced by the increase in the number of BKKBISA users from before, namely from 516,861 users in early November 2023 to 546,539 users in December 2023. This increase has a good effect on the development of the company
Strategi Pemasaran Berbasis Digital Marketing Terhadap Kualitas Layanan (Studi Kasus Pada Bkkbisa) Atika Dwi Mabruroh; Puji Isyanto; Dini Yani
Jurnal Penelitian Ekonomi Manajemen dan Bisnis Vol. 2 No. 3 (2023): Agustus : Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jekombis.v2i3.1945

Abstract

A marketing strategy based on Digital Marketing is an effective marketing strategy because it can provide a very large role for the progress of the development of a company. With the trend of using the internet in Indonesia which is already very large, companies are increasingly taking advantage of digital developments which are increasing over time by implementing their marketing strategy as one of their tactics to increase company traffic and achieve the expected targets. This study aims to determine how much influence the implementation of digitalbased marketing strategies has on service quality at BKKBISA. This research method is a qualitative approach using a case study model and a phenomenological method. Respondents in this study were BKKBISA users throughout the island of Java, Indonesia. The study population was 382,199 people and a sample of 100 respondents using BKKBISA. The data collection technique was carried out through structured interviews on a Likert scale and distributed via Google form. The results of this study indicate that digital marketing plays a major role in BKKBISA's marketing strategy which is carried out digitally so that it affects the quality of services available at BKKBISA.
Co-Authors Dexi Triadinda Dini Yani Isyanto, H. Puji Netti Nurlenawati