ANALYSIS OF PERSONAL SELLING STRATEGIES TO INCREASE THE NUMBER OF CUSTOMERS AT KSP TUNGGAL KARYA TAYU

Abstract

This study aims to analyze the personal selling strategy in increasing the number of customers at the Tunggal Karya Tayu Savings and Loan Cooperative (KSP). The research questions addressed in this study are: 1) how is the personal selling strategy implemented by KSP Tunggal Karya Tayu to attract new potential customers? and 2) what are the supporting and inhibiting factors in implementing the personal selling strategy at KSP Tunggal Karya Tayu to increase the number of customers? Using a qualitative descriptive approach, this study explores the application of personal selling strategies to attract new customers and identifies the factors influencing its success. The results indicate that personal selling is conducted through a personal approach with potential customers, persuasive communication, and responsive services tailored to their needs. The success of this strategy is supported by an experienced team and a deep understanding of cooperative products. However, challenges include the lack of public trust in cooperatives and limited promotional budgets. Nonetheless, personal selling has proven effective in building close relationships with potential customers, positively impacting the increase in customer numbers. This study is expected to provide insights for other cooperatives in designing personal marketing strategies to increase their customer base.