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SORAYA, SEPTIANA (2007) PERSEPSI CALON NASABAH TENTANG KEUNTUNGAN DARI KOMUNIKASI DENGAN PERSONAL SELLING (Studi Pada Calon Nasabah Shar-E Bank Syariah Muamalat Cabang Malang). Other thesis, University of Muhammadiyah Malang.


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The formation of the prospective customer's perception is a reflection of the performance of personal selling in success convey the message. Perceptions of whether it is positive or negative perception of identical with whether or not a prospective customer satisfaction when interacting with personal selling, so it can determine whether a relationship further. Bank Syariah Muamalat as one of the Islamic banks which provide pure dividend from revenue-sharing system, currently receive challenge to compete with banks Other Islamic. Seeing this condition, banks are required to continue to do marketing. In need of marketing because communication is expected by the marketing will create the flow of information between buyers and sellers that will make activities more efficient and enables the exchange of all parties reach a satisfactory agreement. Sales of personal (personal selling) is a form of communication by way of verbal and face to face (face to face), personal selling in communicating with prospective customers to determine the impression that affect his decision is because personal selling or giving advantage loss of the interaction. Starting from this background, the problem under study is how the perceptions of prospective customers about the advantages of communication with personal selling Islamic Bank Muamalat Malang?. The purpose of this investigation is to know about the prospective customer's perception of personal communication with selling. Communication is examined in this study is communication between personal selling and prospective customer. In addition to helping researchers understand, then used theoretical overview that describes the theory of social exchange, where this theory explains relationship between two people based on the principles of ie economic benefits and losses. Which means that the greater the benefits obtained from the relationship interpersonal, the greater the possible relationship to continue. Instead the small gains from interpersonal relationships, the smaller the chance that relationship to continue. As for the perception itself is based on facts, but also there are based on sentiments, principles, expectations, and so forth. Perception here can be a negative perception and positive, which meant the perception here is the perception of prospective customer. Thus, prospective customers to see a relationship with earned a profit and loss account. Therefore, the discussion in the research are referred to here is about the perception of prospective customers about the benefits of communication with personal selling. The definition of profit includes a keutungan material, psychological benefits, and social benefits. This study used survey research methods, with the type of descriptive research and quantitative approach. This research was conducted on prospective customers Share Islamic Banking Muamalat Malang who never interact with personal selling in December 2006. The population in this study were 315 prospective customers, and obtained the number of samples of 76 respondents using a technique that is simple random sampling sampling, with the formula Taro Yamene. Data collection techniques used were questionnaires and documentary. For analysis of the data used in this study is using the formula - average count (mean). The advantage of communicating with personal selling is divided into three indicators namely benefit materially, psychologically, and socially. The results showed that the used of the respondents in general (overall) to assess the benefits of communicating with personal selling is at 3.77 and entry point continuum profitable category, and benefits that have an average value the lowest is on social benefits ie 3.66 compared with the material and psychological benefits. This is because appraisal community about the increasing social status of prospective customers is still considered somewhat low, because now many types of Islamic Banking in the community so that if a customer of Bank Muamalat the surrounding community feel familiar so that less able to improve their social status in society.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 23 Jun 2012 04:33
Last Modified: 23 Jun 2012 04:33

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