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All Journal Jurnal Nirta: Studi Inovasi Jurnal Pelayanan Masyarakat
Aliffia Iza Nurheta
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Law, Crime, Criminology & Criminal Justice

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Peningkatan Efektivitas Strategi Pemasaran Produk Tabungan dalam Upaya Meningkatkan Jumlah Nasabah pada Perbankan di Wilayah Surabaya Intan Ayu Purnama; Aliffia Iza Nurheta; Pramudhita Jessika Putri; Sulistyorini Sulistyorini; Ida Ayu Nuh Kartini
Jurnal Pelayanan Masyarakat Vol. 2 No. 4 (2025): Desember:Jurnal Pelayanan Masyarakat
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/jpm.v2i4.2715

Abstract

This community service activity was conducted to assist banking institutions in the Surabaya region in enhancing the effectiveness of marketing strategies for savings products in order to increase the number of customers. The main problems faced by banks include the relatively low level of public interest in saving and the suboptimal implementation of promotional strategies, particularly in the utilization of digital media. This activity employed a collaborative approach through training, mentoring, and joint evaluation with marketing staff of banks in the Surabaya area. This activity commenced with an observation and interview phase to identify the marketing strategies that had been previously implemented. Subsequently, material delivery, technical assistance, along with an evaluation of promotional effectiveness. The results indicate that participants were able to implement more adaptive marketing strategies by utilizing digital media such as social media, website, and banking applications. The implementation of these strategies was shown to increase public interest in opening saving accounts. Furthermore, this activity contributed to enhancing the capacity of marketing staff to design data-driven strategies and to strengthening public financial literacy regarding saving products.
Dampak Kenaikan Tarif PPN 12% terhadap Daya Beli Konsumen dan Implikasinya bagi Dunia Bisnis (Studi Kasus di Kecamatan Sukolilo, Surabaya) Nor Hasan; Sintya Mega Putri Yuda; Linda Dwi Salsa Billa; Intan Ayu Purnama; Aliffia Iza Nurheta
Jurnal Nirta : Inovasi Multidisiplin Vol 5 No 2 (2026): Jurnal Nirta : Studi Inovasi
Publisher : Nirta Learning Centre

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61412/jnsi.v5i2.440

Abstract

This study aims to analyze the impact of the VAT rate increase on consumer purchasing power and its implications for businesses in Sukolilo District, Surabaya. The study used a qualitative approach with a descriptive method through a case study design. Data were obtained through in-depth interviews with consumers and MSMEs selected using a purposive sampling technique. Data analysis was conducted using the Miles and Huberman interactive model, including data reduction, data presentation, and conclusion drawing, and tested through source triangulation. The results showed that the VAT rate increase put pressure on people's purchasing power, characterized by increased household spending, changes in consumption patterns, and budget reallocation towards basic needs. These impacts also affected the business world through a decrease in the number of customers, transaction value, and sales volume. Nevertheless, business actors demonstrated adaptability through promotional strategies, product innovation, and the use of digital sales.
Co-Authors Ida Ayu Nuh Kartini Intan Ayu Purnama Linda Dwi Salsa Billa Nor Hasan Pramudhita Jessika Putri Sintya Mega Putri Yuda Sulistyorini Sulistyorini