Strategi Pemasaran Dana Simpanan Pada Produk Sihari Dalam Upaya Meningkatkan Jumlah Anggota Koperasi di KSPPS BMT Berkah Kabupaten Ciamis

Abstract

Cooperatives adhere to the concept of mutual cooperation. It can be said that cooperatives have an important role in improving the welfare of their members, especially society as a whole. There are those who argue that cooperatives play an important role in improving the welfare of their members, especially the wider community. Another type of company that has family values is a cooperative, this is what differentiates cooperatives from other business entities. SIHARI products have experienced fluctuations in the number of members over a period of time. With the increase and decrease in the number of members, of course there is a marketing strategy implemented by KSPPS BMT Berkah Ciamis to attract members. The following is a table showing the number of members. The aim of conducting this research is that researchers are interested in knowing the marketing strategy for savings funds in SIHARI products in an effort to increase the number of cooperative members at KSPPS BMT Berkah Ciamis. This research uses qualitative methods obtained from observations, guidelines, interviews, questionnaires, and other commonly used instruments that can also be used, but only as research support for researchers who act as the main instrument. The results stated that in the research BMT made visits to prospective members' homes. Apart from that, there are no aspects of fraud and coercion in the promotions carried out. Every year, the number of SIHARI product members increases due to the implementation of this marketing strategy. However, because we have not found a way to mitigate these risks, the number of members has declined over the years