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All Journal KARYA: Jurnal Pengabdian Kepada Masyarakat International Journal of Social, Economic, and Business
Syahrani, Ananda Rizkiah
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Public Health Social Sciences

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PERAN MARKETING FUNDING DALAM KEBERHASILAN PENJUALAN PRODUK DAN LOYALITAS NASABAH PT. BANK RAKYAT INDONESIA (PERSERO) TBK. KANTOR CABANG TANJUNG PERAK SURABAYA Syahrani, Ananda Rizkiah; Nurhadi, Nurhadi
KARYA: Jurnal Pengabdian Kepada Masyarakat Vol 4 No 1 (2024): KARYA : Jurnal Pengabdian Kepada Masyarakat
Publisher : FKIP Universitas Samawa

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Abstract

Terdapat banyak upaya dan strategi yang dilakukan oleh tim pemasaran suatu perusahaan yang berperan dalam keberhasilan penjualan produk dan loyalitas konsumen yang ada. Pada umumnya kegiatan pemasaran berfokus pada jenis produk yang akan ditawarkan, cara memasarkan yang dapat menarik perhatian masyarakat, dan bagaimana mempertahankan nasabah yang telah ada. Penelitian ini bertujuan untuk mengetahui peran tim marketing funding PT. Bank Rakyat Indonesia (Persero) Tbk. Kantor Cabang Tanjung Perak Surabaya dalam keberhasilan penjualan produk dan loyalitas nasabah. Jenis penelitian ini yaitu penelitian deskriptif. Metode peneilitian yang digunakan yaitu melalui hasil wawancara, dokumen, dan hasil observasi. Subjek penelitian ini adalah staff karyawan divisi marketing funding di PT. Bank Rakyat Indonesia (Persero) Tbk. Kantor Cabang Tanjung Perak Surabaya. Objek penelitian ini adalah PT. Bank Rakyat Indonesia (Persero) Tbk. Kantor Cabang Tanjung Perak Surabaya. Hasil penelitian menunjukkan bahwa dengan strategi pemasaran yang kreatif dan terus berinovasi seperti, menjaga silaturahmi dengan nasabah, menggali potensi bisnis yang ada, melakukan kegiatan sales canvassing (door to door), dan memberikan pelayanan yang maksimal sangat berpengaruh dalam meningkatkan kesadaran dan minat nasabah terhadap segala produk dan jenis layanan yang ditawarkan.
The Influence of Location, Product Price, and Social Media Marketing on Purchace Decision (Case Study of UPN “Veteran” East Java Fore Coffee Customers Merr Surabaya Branch) Syahrani, Ananda Rizkiah; Nirawati, Lia
International Journal of Social, Economic, and Business Vol. 1 No. 3 (2025): March 2025
Publisher : Lavish Opulent Education

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Abstract

Consumers make a decision to make a purchase influenced by several factors, including location, product price, and marketing strategies through social media. This study was conducted with the aim of analyzing how the influence of location, product prices, and marketing through social media on purchasing decisions of Fore Coffee Surabaya Merr Branch customers who are students of the National Development University “Veteran” East Java. This study uses a quantitative method with a survey method. Data was obtained through questionnaires distributed to 100 respondents who are active undergraduate students of the National Development University “Veteran” East Java who have purchased Fore Coffee products at the Merr Surabaya branch at least once. The data analysis technique used in this research is multiple linear regression analysis with the help of the IBM SPSS Statistics 26 application. The results showed that simultaneously, the location variable (X1), product price (X2), and social media marketing (X3) had a positive and significant effect on the purchase decision variable (Y). However, partially, the location variable (X1) does not have a significant effect on the purchase decision variable (Y). Meanwhile, the product price variable (X2) and social media marketing (X3) each have a significant positive effect on the purchase decision variable (Y). The results of these findings indicate that Fore Coffee Merr Surabaya Branch can increase consumer purchasing decisions by maintaining a competitive pricing strategy, maximizing the effectiveness of marketing through social media, and considering location factors as support.  
Co-Authors Lia Nirawati, Lia Nurhadi