ANALYSIS OF SHAKA CELLULAR COUNTER BUSINESS DEVELOPMENT STRATEGY IN THE DIGITAL ERA

Abstract

Shaka Cellular is one of the businesses that provides credit services, Payment Point Online Bank (PPOB)
payments and Brilink agents in Kurau Village, Central Bangka. This business has been established since
2020. The high quality of service is an important factor to create customer satisfaction and maintain
customer loyalty, as well as a marketing strategy which is one of the processes for business development
and increasing business income. This study aims to find out the process of developing counter businesses
in the digital era, using a descriptive qualitative method with a case study approach. The data in this
study is sourced from service products and services in Shaka Cellular and based on 10 other counter units
in Kurau Village obtained through observation, interview, and documentation techniques. The analysis
uses the Miles and Huberman technique. The results of the study show that counter businesses in rural
areas provide convenience to the community to meet internet needs and provide time ef iciency, so that
people no longer need to go and queue for a long time at the bank. In addition, this study shows that the
modern marketing strategy implemented by Shaka Cellular is well received by the community, so that it
has a positive impact on business development. High service quality is able to meet customer
expectations, maintain customer loyalty and competitive market share.