PERSONAL SELLING TERHADAP KEPUTUSAN KEANGGOTAAN DI KSPPS BMT BAHTERA PEKALONGAN

Abstract

The development of KSPPS BMT Bahtera continues to thrive despite negative news surrounding cooperatives in the Pekalongan City area. The strength of its members is crucial to the success of any cooperative, and attracting the public to become members is essential. To achieve this, the right strategy must be employed. Personal selling is a marketing strategy involving direct presentations from the seller to one or more potential buyers, with the aim of promoting products or services. This strategy has been used by the management of KSPPS BMT Bahtera since its inception and continues to be effective today.The purpose of this study is to assess the role of personal selling in influencing membership decisions among the general public. This research adopts a qualitative approach and is descriptive in nature. Data were collected through observations, interviews, and document analysis at KSPPS BMT Bahtera. Interviews were conducted with customer service representatives, marketing managers, branch managers, and members of KSPPS BMT Bahtera.The findings indicate that personal selling has a positive impact on membership decisions. Furthermore, the cooperative has experienced consistent membership growth, with an annual increase ranging from 8% to 11% between 2019 and 2023. In addition to driving membership, personal selling has helped foster member loyalty. Face-to-face interactions provide members with not only information but also the opportunity to voice complaints or offer suggestions for improving KSPPS BMT Bahtera’s services.