Komunikasi Pemasaran Personal Selling Produk Consumer Banking Relationship Manager BSI KCP Sunter 1

Oktaviyani, Tri (2025) Komunikasi Pemasaran Personal Selling Produk Consumer Banking Relationship Manager BSI KCP Sunter 1. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This study examines the personal selling strategies employed by three Consumer Banking Relationship Managers (CBRM) at Bank Syariah Indonesia KCP Sunter 1 in marketing mortgage financing products, Mitraguna, and Griya. The study employed a descriptive qualitative approach and was analyzed using Speech Act theory. The results indicate that personal selling strategies are not always fully successful; some customers proceed to the contract, while others cancel. The advantages of this strategy lie in its educational approach, rapid response, and understanding of customer characteristics. Disadvantages include limited developer partners, low financial literacy, and competition between branches. From a consumer psychology perspective, this strategy can increase customer interest because its approach is consultative and based on sharia principles. However, the final decision is still influenced by personal factors such as employment status, financial capability, and the potential customer's personal commitment. This strategy is able to increase customer interest, but the final decision is still influenced by the customer's personal condition and readiness. In general, personal selling by CBRM is considered quite effective, but needs to be optimized with the support of a digital marketing strategy.

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