The Effectiveness Of Social Media Promotion Strategy As An Effort To Attract Customer (Nasabah) Interest Using The AISAS Model Approach (Case Study At Bprs Gunung Slamet Cilacap)
DOI:
https://doi.org/10.24090/wealth.v1i2.7164Keywords:
effectiveness, promotion strategy, social media, aisas modelAbstract
BPRS Gunung Slamet Cilacap is one of the BPRS that implements a promotional mix strategy consisting of advertising, sales promotion, publicity and personal selling. However, since the Covid-19 Pandemic, this promotional strategy has not worked because of social distancing so that BPRS utilizes social media as a promotional medium in order to attract customers. The purpose of this study was to determine how effective the promotion using social media was carried out by BPRS. This research is a field research with a qualitative research type and uses a descriptive analysis approach. The data of this study were collected through observation, interviews, and documentation with marketing and customers of BPRS Gunung Slamet, while data analysis was carried out by data reduction, data presentation and drawing conclusions. The data validity technique uses triangulation. The results of this study indicate that the presence of Instagram and Whatsapp as promotional media for the products of the Gunung Slamet Cilacap BPRS can help in introducing Islamic bank products. The promotions that have been carried out have been effective, as can be seen from the increasing number of customers and effective communication between employees and customers as measured using the AISAS Model (Attention, Interest, Shearch, Action, Share). Based on interviews with marketing and customers of BPRS Gunung Slamet Cilacap, it can be concluded that promotions using social media have succeeded in attracting customers' interest. Customers often see BPRS promoting using social media and are interested, seek further information and then use the product until finally sharing their experiences as customers of BPRS Gunung Slamet. Apart from being a promotional media, social media is also used as a medium of communication between employees and active customers of BPRS Gunung SlametReferences
Abdurrahman, N. H. (2015) Manajemen Strategi Pemasaran. Bandung: CV Pustaka Setia.
Abu, A. (2003) Psikolog Umum. Jakarta: P.T Rineke Cipta.
Alma (2008) Manajemen Pemasaran dan pemasaran jasa. Bandung: Alfabeta.
Arif, M. N. R. Al (2010) Dasar-Dasar Pemasaran Bank Syariah. Bandung: Alfabeta.
Arraniri, I. (2014) Manajemen Strategi. Sukabumi: Al Fath Zumar.
Astuti, M. and Matondang, N. (2020) Manajemen Pemasaran:UMKM dan Digital Sosial Media. Edited by R. H. M. Meutea. Yogyakarta: Deepublish.
Azura, A. and Dalimunthe, A. A. (2022) ‘Marketing Strategy for Islamic People’s Financing Bank (BPRS) Products at PT BPRS Puduarta Insani’, Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan, 3(3), pp. 819–832. doi: 10.53697/emak.v3i3.605. DOI: https://doi.org/10.53697/emak.v3i3.605
Buchari, A. (2016) Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.
Emzir (2011) Metodologi Penielitian Kualitatif Analisis Data. Jakarta: Rajawali Pers.
Fanzuri, A. (2022) ‘Efektaaivitas Strategi Pemasaran Syariah Usaha Mikro Kecil Dan Menengah (UMKM) Pusat Oleh- Oleh Khas Kota Bengkulu Dalam Menghadapi Era New Normal’, Skripsi.
Fitri, A. I. and Dwiyanti, S. A. I. (2021) ‘Efektivitas Media Tiktok Dan Influencer Mendongkrak Penjualan Lippie Serum Raecca Dipandemi Covid19’, Jurnal EK&B, Volume 4,. DOI: https://doi.org/10.37600/ekbi.v4i1.210
Hasan, A. (2010) Marketing Bank Syariah. Edited by R. Sikumbang. Bogor: Ghalia Indonesia.
Hasibun, H. M. S. . (2006) Dasar-Dasar Perbankan. Jakarta: PT.Bumi Aksara.
Husnah. Z (2021) ‘Etika Penggunaan Media Sosial Dalam Al-Qur’an Sebagai Alat Komunikasi si Era Digitalisasi’, Al-Mutsla, 1(2), pp. 149–162. doi: 10.46870/jstain.v1i2.14. DOI: https://doi.org/10.46870/jstain.v1i2.14
Jahja, Y. (2011) Psikolog Perkembangan. Jakarta: Kencana.
Jannatun Naimah (2018) ‘Faktor-Faktor Yang Mempengaruhi Minat Konsumen Terhadap Keputusan Menjadi Nasabah Bank Syariah Mandiri Kcp Selatpanjang’, Paper Knowledge . Toward a Media History of Documents, pp. 32–58. Available at: http://repository.uin-suska.ac.id/15660/1/1. COVER__2018206EI.pdf.
Kasmir (2005) Pemasaran Bank. Jakarta: Kencana.
Kurniawan, M. (2021) Bank Dan Lembaga Keuangan Syariah (Teori dan Aplikasi). indramaayu: Penerbit Adab.
Laksana (2019) Praktik Memahami Manajemen Pemasaran. Depok: Khalifah Mediatama.
Malimbe, A., Waani, F. and Suwu, E. A. A. (2021) ‘Dampak Penggunaan Aplikasi Online Tiktok (Douyin) Terhadap Minat Belajar di Kalangan Mahasiswa Sosiologi Fakultas Ilmu Sosial Dan Politik Universitas Sam Ratulangi Manado’, Jurnal Ilmiah Society, 1(1), pp. 1–10.
Moekjiat (2000) manajemen pemasaran. Bandung: Mandar Maju.
Muhamad (2014) Manajemen Dana Bank Syariah. Jakarta: Raja Grafindo Persada.
Muhammad (2005) manajemen bank syariah. Yogyakarta: UPP AMPYKPN.
Muhammad Aqil Muzaki (2021) Analisis Efektivitas Promosi digital terhadap pertumbuhan nasabah perbankan syariah diindonesia periode 2016-2019.
Mulyana, D. (2000) Ilmu Komunikasi: Suatu Pengantar. Remaja Rosdakara.
Muzakir and Abadi, S. (2022) ‘Efektivitas Publisitas Produk Bank Syariah (Studi Pada Bank Syariah Indonesia Kantor Cabang Ponorogo)’, Research Journal of Islamic Banking and Finance Vol. I, No. 1 Januari-Juni 2022: 44-61, I(1), pp. 44–61.
Nasrullah, R. (2015) Media Sosial: Prosedur, Tren dan Etika. Bandung: Simbiosa Rekatama media.
Nasution, M. H. and Sutisna, S. (2015) ‘Faktor-Faktor Yang Mempengaruhi Minat Nasabah Terhadap Internet Banking’, Nisbah: Jurnal Perbankan Syariah, 1(1), p. 62. doi: 10.30997/jn.v1i1.241. DOI: https://doi.org/10.30997/jn.v1i1.241
Pamungkas and Zuhroh (2015) ‘Pengaruh Promosi Media Sosial dan Word Of Mounth Terhadap Keputusan Pembelian.’, Jurnal Komunikasi, 10(2), 145. DOI: https://doi.org/10.21107/ilkom.v10i2.2518
Pranajaya, H. dan W. (2018) ‘Pemanfaat Aplikasi Whatsapp di Kalangan Pelajar: Studi Kasus di Mts Al Muddatsiriyah dan Mts Jakarta Pusat’, Jurnal Orbith, 14(1), p. 60. Available at: https://jurnal.polines.ac.id/index.php/orbith/article/view/1155.
Shaleh, A. R. and Wahab, M. A. (2004) Psikologi suatu pengantar : dalam perspekif Islam. Jakarta: Prenada Media.
Shofyan, I. (2015) Manajemen Strategi teknik penyusunan serta penerapannya untuk pemerintah dan usaha. Yogyakarta: Graha Ilmu.
Sigit, S. (2007) Marketing Praktis. Yogyakarta: Liberty.
Sitorus, O. and Utami, N. (2017) Strategi promosi pemasaran. Jakarta: FKIP UHAMKA.
Sugiyama, K. and Andree, T. (2011) The Dentsu Way. New York: Mc Graw- Hill.
Sugiyono (2020) Metode Penelitian Kualitatif. Edited by Suryandari. Bandung: Alfabeta.
Syahbadi and Widodo (2017) ‘Food Blogger Instagram: Promotion Through Social Media’, Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Dan Bisnis, 1 (1), pp. 46–58.
Syahputra, R. (2019) ‘Strategi Pemasaran Dalam Alquran Tentang Promosi Penjualan’, Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 6(2), pp. 83–88. doi: 10.36987/ecobi.v6i2.8. DOI: https://doi.org/10.36987/ecobi.v6i2.8
Taufiqurokhman (2016) Manajemen Strategik. Jakarta: Fakultas Ilmu Sosial dan Politik Universitas Prof. Dr. Moestopo Beragama.
Tjiptono, F. (2015) strategi pemasaran edisi 4. Edited by Andy. Yogyakarta.
Trisnani, - (2017) ‘Pemanfaatan Whatsapp Sebagai Media Komunikasi Dan Kepuasan Dalam Penyampaian Pesan Dikalangan Tokoh Masyarakat’, Jurnal Komunika : Jurnal Komunikasi, Media dan Informatika, 6(3). doi: 10.31504/komunika.v6i3.1227. DOI: https://doi.org/10.31504/komunika.v6i3.1227
Tunggal, A. W. (1993) Manajemen Suatu Pengantar. Jakarta: PT. Rineka Cipta.
Wahjono, S. I. (2010) Bisnis Modern. Yogyakarta: Graha Ilmu.
Winarno, S. and Ismaya, S. (2006) Kamus Besar Ekonomi. Bandung: CV Pustaka Grafika.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Nuri Vina Mawadah, Dewi Laela Hilyatin
This work is licensed under a Creative Commons Attribution 4.0 International License.
