Strategi Personal Selling dalam Upaya Meningkatkan Jumlah Anggota Koperasi Pondok Pesantren

Abstract

Koperasi Pondok Pesantren (Koppontren) Bank Minhajut Thullab faces challenges in increasing the number of members amidst competition with conventional financial institutions and limited human resources in the marketing department. Objective: This study aims to analyze the implementation of personal selling strategies in increasing the number of members and to identify the obstacles faced by Koppontren Bank Minhajut Thullab in implementing these strategies. Methods: This research uses a qualitative approach with a case study method. Data collection techniques include participatory observation, in-depth interviews with the manager, teller, and two marketing officers, as well as documentation studies. Data analysis was carried out through the stages of reduction, presentation, and verification. Results: The research findings indicate that the personal selling strategy implemented includes: (1) Preparation through joint meetings to determine target locations; (2) Introduction of products through brochures and direct face-to-face promotions; (3) Convincing members by providing administrative discounts; (4) Building trust through service innovation; (5) Implementing the "jemput bola" (pick-up) system. Forms of personal selling applied include house-to-house selling, across-the-counter selling, and order taking. These strategies succeeded in increasing the number of members from 900 people in July to 922 people in September 2021. The obstacles faced include: limited marketing human resources (only 2 people), limited market coverage, public trust in small-scale cooperatives, difficulties in meeting members, and the absence of members during pick-up times. Conclusion: The personal selling strategy implemented has proven effective in increasing the number of members, although it still faces various classic obstacles common in small-scale Islamic financial institutions. This research contributes to the development of marketing strategies for sharia cooperatives in Islamic boarding school environments.