Dampak Strategi Personal Branding Funding Officer terhadap Loyalitas Nasabah di Bank Pembiayaan Rakyat Syariah Lantabur Tebuireng Cabang Mojokerto

Abstract

Personal branding merupakan proses seseorang untuk membentuk jati diri dengan cara mempromosikan diri sendiri yang bertujuan agar orang lain menilainya dari prestasi dan pencapaian yang telah dilaksanakan. Personal branding sangatlah penting untuk diterapkan dimanapun kita bekerja, termasuk di bidang marketing seperi funding officer. Seorang  funding officer harus mampu berkomunikasi baik dan memberikan pelayanan yang terbaik kepada nasabah agar terciptanya nasabah yang loyal. Tujuan dari penelitian ini yaitu untuk mengetahui penerapan strategi personal branding funding officer terhadap loyalitas nasabah di BPRS Lantabur Tebuireng Cabang Mojokerto, dampak strategi personal branding funding officer terhadap loyalitas nasabah di BPRS Lantabur Tebuireng Cabang Mojokerto, dan upaya yang dilakukan BPRS Lantabur Tebuireng Cabang Mojokerto dalam menangani dampak personal branding funding officer terhadap loyalitas nasabah. Jenis penelitian yang digunakan adalah penelitian kualitatif deskriptif dan termasuk juga ke dalam penelitian lapangan (field research). Peneliti mencari data langsung kepada pimpinan cabang, funding officer dan nasabah BPRS Lantabur Tebuireng Cabang Mojoketo. Peneliti mencari fakta-fakta tentang strategi personal branding yang dilakukan funding officer. Hasil penelitian ini adalah (1) Strategi personal branding yang diterapkan funding officer di BPRS Lantabur Tebuireng Cabang Mojokerto sudah sesuai dengan teori Farco Siswiyanto Raharjo yaitu menerapkan 8 strategi personal branding,  namun ada beberapa yang belum sesuai yaitu belum menerapkan spesialisasi dengan maksimal dan perlu untuk ditingkatkan lagi. (2) Dampak strategi personal branding funding officer terhadap loyalitas nasabah di BPRS Lantabur Tebuireng Cabang Mojokerto menunjukkan bahwa ketika nasabah sangat loyal dengan funding officernya, seringkali nasabah tidak setuju digantikan dengan yang lain karena alasan pelayanan tidak sama. Dan menyebabkan nasabah tidak  menabung lagi. (3) Upaya yang dilakukan BPRS Lantabur Tebuireng Cabang Mojokerto dalam menangani dampak personal branding funding officer terhadap loyalitas nasabah yaitu dengan menerapkan sistem rolling posisi setiap dua tahun sekali dan sebelum proses rolling funding officer harus berpamitan dengan nasabah memperkenalkan penggantinya.

Personal branding is the process of a person to form an identity by means of self-promotion with the aim that others will judge him from the achievements and achievements that have been carried out. Personal branding is very important to be applied wherever we work, including in the field of marketing such as funding officer. A funding officer must be able to communicate well and provide the best service to customers in order to create loyal customers. The purpose of this study is to determine the implementation of the personal branding funding officer strategy on customer loyalty at BPRS Lantabur Tebuireng Mojokerto Branch, the impact of the funding officer personal branding strategy on customer loyalty at BPRS Lantabur Tebuireng Mojokerto Branch, and the efforts made by BPRS Lantabur Tebuireng Mojokerto branch in dealing with the impact of personal branding funding officer on customer loyalty. The type of research used is descriptive qualitative research and is also included in field research. Researchers look for direct data to branch managers, funding officers and customers of BPRS Lantabur Tebuireng Mojoketo Branch. Researchers look for facts about the personal branding strategy carried out by the funding officer. The results of this study are (1) the personal branding strategy applied by the funding officer at the BPRS Lantabur Tebuireng Mojokerto Branch is in accordance with the theory of Farco Siswiyanto Raharjo, namely applying 8 personal branding strategies, but there are some that are not appropriate, namely they have not implemented specialization optimally and need to be improved. again. (2) The impact of the funding officer's personal branding strategy on customer loyalty at BPRS Lantabur Tebuireng, Mojokerto Branch, shows that when customers are very loyal to their funding officers, customers often do not agree to be replaced with others because the service is not the same. And cause customers not to save anymore. (3) Efforts made by BPRS Lantabur Tebuireng Mojokerto Branch in dealing with the impact of personal branding funding officer on customer loyalty, namely by implementing a position rolling system every two years and before the rolling funding officer process must say goodbye to the customer and introduce a replacement.