Purbianto, Alfin May (2018) Penerapan customer relationship management pada pembiayaan pensiun PT. Bank Syariah Mandiri Kantor Cabang Pembantu Lawang. Diploma thesis, Universitas Islam Negeri Maulana Malik Ibrahim.
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Abstract
INDONESIA:
Strategi relationship marketing melalui hubungan dengan nasabah yang bertujuan untuk meningkatkan nilai dan mempertahankan nasabah. Salah satu strategi di PT. Bank Syariah Mandiri Kantor Cabang Pembantu Lawang Customer Relationship management untuk meningkatkan jumlah pembiayaan pensiun. PT. Bank Syariah Mandiri Kantor Cabang Pembantu Lawang di dua tahun terakhir selalu meningkat secara terus menerus. Sehingga tujuan penelitian ini adalah untuk mengetahui penerapan Customer Relationship management sebagai strategi pemasaran pada pembiayaan pensiun
Penelitian ini menggunakan pendekatan kualitatif deskriptif untuk menggambarkan penerapan strategi pemasaran Customer Relationship management terhadap pembiayaan pensiun. Subjek penelitian adalah pegawai bank dan salah satu nasabah pensiun. Data dikumpulkan dengan teknik wawancara, observasi, dan dokumentasi. Dengan tiga tahap analisis yaitu reduksi, penyajian, dan penarikan kesimpulan
Hasil penelitian menunjukkan bahwa PT. Bank Syariah Mandiri Kantor Cabang Pembantu Lawang telah menerapkan program pemasaran individual (one of one marketing) dengan cara melakukan silaturahmi ke rumah nasabah sebagai proses pendekatan personal. Program pemasaran berkelanjutan (countinuity marketing) dengan cara memberikan hadiah menarik kepada nasabah. Kemudian strategi partnering program yaitu bekerja sama dengan para kelompok-keolompok pensiunan bisa mendapatkan data base nasabah sebagai penunjang terhadap proses menjaga hubungan dengan nasabah. Dan memberikan dampak baik terhadap pendapatan dari pembiayaan pensiun tiap tahunnya.
ENGLISH:
Relationship marketing strategy through relationship with the customers that aims to increase value and retain the customers. One of the strategies in PT. Bank Syariah Mandiri Branch Office of Lawang customer relationship management to increase the amount of pension financing. PT. Bank Syariah Mandiri Branch Office of Lawang in the last two years is always increasing continuously. So that, the purpose of this study is to find out the application of customer relationship management as a marketing strategy in pension financing.
This study uses descriptive qualitative approach to describe the application of customer relationship management marketing strategy towards pension financing. The research subjects are bank employees and one retirement client. The data were collected by interview, observation, and documentation. Within three stages of analysis that is reduction, presentation, and conclusion.
The results of this study indicates that PT. Bank Syariah Mandiri Branch Office of Lawang has applied an individual marketing program (one of one marketing) by visiting to the customer's home as a personal approach. Continuous marketing program (countinuity marketing) by giving the attractive prizes to the customers. Afterward, partnering program strategy is collaborating with the retired groups can get customer’s base data to support the process of maintaining customer relationship. And also to give a good impact on the income of pension financing each year.
Item Type: | Thesis (Diploma) | ||||||
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Supervisor: | Firmansyah, Fani | ||||||
Contributors: |
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Keywords: | pembiayaan pensiun; customer relationship management; bank syariah; customer relationship management | ||||||
Departement: | Fakultas Ekonomi > Jurusan Perbankan Syariah (D3) | ||||||
Depositing User: | Unnamed user with username M. Dzikrullah | ||||||
Date Deposited: | 26 Feb 2019 08:33 | ||||||
Last Modified: | 26 Feb 2019 08:33 | ||||||
URI: | http://etheses.uin-malang.ac.id/id/eprint/12868 |
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