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Analisis Persepsi Nasabah Terhadap Strategi Pemasaran Pada Layanan Bsi Mobile (Studi Kasus Pada Nasabah Bank Syariah Indonesia Kantor Cabang Jambi)

Author

Listed:
  • Dessy Anggraini

  • Dewi Sartika

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui bagaimana persepsi pelanggan terhadap Layanan BSI Mobile di BSI KC Jambi dan untuk mengetahui pendapat mereka mengenai strategi pemasaran yang diterapkan dalam penyediaan Layanan BSI Mobile di BSI KC Jambi. Penelitian ini menggunakan pendekatan kualitatif dengan wawancara dan dokumentasi terhadap 10 nasabah BSI KC Jambi. Dari hasil penelitian yang dilakukan diketahui bahwa persepsi nasabah terhadap layanan yang diberikan mobile banking relatif baik dan aplikasi mobile BSI juga sangat bermanfaat bagi nasabah. Dalam hal ini BSI Mobile menekankan bahwa strategi promosi aplikasi BSI Mobile yaitu penetapan harga produk BSI Mobile Banking berdasarkan persepsi nasabah yaitu harga/biaya yang ditawarkan BSI Mobile tetap sesuai standar.

Suggested Citation

  • Dessy Anggraini & Dewi Sartika, 2024. "Analisis Persepsi Nasabah Terhadap Strategi Pemasaran Pada Layanan Bsi Mobile (Studi Kasus Pada Nasabah Bank Syariah Indonesia Kantor Cabang Jambi)," MARGIN: Journal of Islamic Banking, UIN Sulthan Thaha Saifuddin Jambi, vol. 4(2), pages 171-191.
    • Handle: RePEc:cwe:margin:v:4:y:2024:i:2:p:171-191:id:2734
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