| dc.contributor.advisor | AS'AD, SYARIF | |
| dc.contributor.author | RIYANTO, RACHMAD | |
| dc.date.accessioned | 2019-10-03T05:54:51Z | |
| dc.date.available | 2019-10-03T05:54:51Z | |
| dc.date.issued | 2019-07-04 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/29351 | |
| dc.description | Penelitian ini bertujuan untuk menganalisis peran personal selling Bank Muamalat Indonesia (BMI) Kantor Cabang (KC) Yogyakarta dalam membangun loyalitas segmen floating mass. Penelitian ini penting dilakukan untuk memanfaatkan potensi-potensi yang dimiliki oleh bank syariah khususnya BMI KC Yogyakarta untuk menarik segmen floating mass yang jumlahnya sangat besar ini menuju loyalist dengan memanfaatkan model promosi personal selling. Penelitian ini menggunakan jenis penelitian lapangan (field research) dengan pendekatan kualitatif deskriptif serta pendekatan kuantitatif yang bersifat sederhana. Hasil penelitian menunjukkan bahwa personal selling berperan aktif dalam membangun loyalitas segmen floating mass karena dapat membangun hubungan (relationship) serta dapat melakukan pendekatan-pendekatan secara emosional kepada nasabah floating mass. Namun, meskipun demikian kontribusi personal selling dalam mendorong loyalitas segmen floating mass tidak menyumbang terlalu besar terhadap peningkatan market share perbankan syariah nasional. Dengan proporsi segmen floating mass yang sangat besar menjadi kendala tersendiri bagi perbankan syariah dalam memanfaatkan personal selling untuk menciptakan loyalitas segmen tersebut, hal ini karena terbatasnya tenaga marketing. | en_US |
| dc.description.abstract | This study aims to analyze the role of the personal selling of Bank Muamalat Indonesia (BMI) Branch Office Yogyakarta in building the loyalty of the floating mass segment. This research is essential to take advantage of its potential by Islamic banks, especially BMI Branch Office Yogyakarta, to attract this vast number of floating mass segments towards loyalists by utilizing the personal selling promotion model. This study uses a type of field research (descriptive research) with a descriptive qualitative approach and a simple quantitative approach. The results show that personal selling plays an active role in building the loyalty of the floating mass segment because it can build relationships and can approach emotionally to floating mass customers. However, even though the contribution of personal selling in encouraging the loyalty of the floating mass segment did not contribute too much to the increase in the market share of national Islamic banking. With the proportion of huge floating mass segments becoming a separate obstacle for sharia banks in utilizing personal selling to create the loyalty of the segment, this is due to the limited marketing staff | en_US |
| dc.publisher | FAKULTAS AGAMA ISLAM UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | Personal Selling, Islamic Bank, Loyalty, Floating Mass Segment | en_US |
| dc.title | PERAN PERSONAL SELLING BANK SYARIAH DALAM MEMBANGUN LOYALITAS SEGMEN FLOATING MASS | en_US |
| dc.title.alternative | Studi Kasus Pada Bank Muamalat Indonesia Kantor Cabang Yogyakarta | en_US |
| dc.type | Thesis | en_US |
