Personal Selling Strategy in Marketing Regular Mudharabah Savings Products (SIMASA) at KSPPS BMT Surya Raharja Karangbinangun-Lamongan Branch

Abstract

BMT is a microfinance institution that adheres to sharia principles and is a cooperative legal entity. In all its efforts, BMT adheres to Law No. 25 of 1992 concerning cooperatives, Article 7 paragraph 4, Government Regulation of the Republic of Indonesia No. 9 of 1995 concerning the implementation of savings and loan business activities by cooperatives, and Decree of the Minister of Cooperatives and Small and Medium Enterprises No. 91/Kep/M.KUKM/IX/2004 concerning Guidelines for the Implementation of Sharia Financial Services Cooperative Business Activities. In this study, the researcher used a qualitative case study approach. The location of this research is at the KSPPS BMT Surya Raharja Karangbinangun-Lamongan Branch. The data collection techniques used were observation, interviews, and documentation. The data analysis technique used was triangulation of data sources. The results obtained from field research indicate that in carrying out promotional activities for ordinary mudharabah savings products (SIMASA), KSPPS BMT Surya Raharja Karangbinangun-Lamongan Branch applies personal selling strategies, including identification, approach, presentation, overcoming objections, closing, and follow-up. Although, in theory, the personal selling strategy is not yet fully understood by employees, in practice they have unconsciously applied the personal selling theory.