ANALISIS STRATEGI PROMOSI PERSONAL SELLING DALAM UPAYA PENINGKATAN JUMLAH NASABAH PEMBIAYAAN KPR SUBSIDI DI BTN SYARIAH KCPS BUKITTINGGI

Abstrak

Penelitian ini dilatarbelakangi oleh pentingnya strategi promosi dalam meningkatkan jumlah nasabah, khususnya melalui pendekatan personal selling pada produk pembiayaan KPR Subsidi. Persaingan yang semakin ketat antar lembaga keuangan, menuntut BTN Syariah KCPS Bukittinggi untuk menerapkan strategi promosi yang efektif. Penelitian ini bertujuan untuk menganalisis pelaksanaan strategi promosi personal selling, mengidentifikasi faktor pendukung dan penghambatnya, serta menganalisis peran personal selling terhadap peningkatan jumlah nasabah pembiayaan KPR Subsidi di BTN Syariah KCPS Bukittinggi. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. Data diperoleh melalui wawancara mendalam serta dokumentasi. Teknik analisis dilakukan melalui tahapan reduksi, penyajian, dan penarikan kesimpulan, dengan menggunakan kerangka analisis Marketing Mix 7P. Hasil penelitian menunjukkan strategi promosi personal selling telah dilaksanakan melalui pendekatan langsung kepada calon nasabah dan kerja sama dengan developer perumahan. Namun pelaksanaannya belum berjalan secara optimal karena keterbatasan sumber daya manusia dan perencanaan yang belum terstruktur. Faktor pendukung strategi personal selling meliputi kemudahan proses pembiayaan dan dukungan developer, sedangkan faktor penghambatnya antara lain kondisi ekonomi masyarakat, keterlambatan administrasi calon nasabah, serta perubahan karakteristik dan minat calon nasabah. Meskipun demikian, strategi personal selling memberikan peranan terhadap peningkatan jumlah nasabah pembiayaan KPR Subsidi, walaupun peran tersebut belum maksimal.

This study is motivated by the importance of promotional strategies in increasing the number of customers, particularly through a personal selling approach in subsidized mortgage (KPR Subsidi) financing products. Increasing competition among financial institutions requires BTN Syariah KCPS Bukittinggi to implement effective promotional strategies. This research aims to analyze the implementation of personal selling promotion strategies, identify supporting and inhibiting factors, and examine the contribution of personal selling to the increase in the number of customers for subsidized mortgage financing at BTN Syariah KCPS Bukittinggi. The study employs a qualitative method with a descriptive approach. Data were collected through in-depth interviews and documentation. Data analysis was conducted through the stages of data reduction, data presentation, and conclusion drawing, using the Marketing Mix 7P analytical framework. The results indicate that personal selling promotion strategies have been implemented through direct interaction with prospective customers and cooperation with housing developers. However, the implementation has not been fully optimal due to limited human resources and the absence of structured planning. Supporting factors include the ease of the financing process and developer support, while inhibiting factors consist of economic conditions, delays in fulfilling administrative requirements, and changes in customer characteristics and interests. Nevertheless, personal selling has a positive contribution to increasing the number of subsidized mortgage financing customers, although the contribution has not yet reached an optimal level.