Providing adequate training and development

Oct 13, 2025 by wbrum.org 128 views

Personal Selling and Interest in Savings: Explore the Relationship at the BRI Bank of the Medan Muslim Captain Unit

Introduction

In today's competitive banking industry, understanding the factors that influence customer saving behavior is crucial for financial institutions to achieve their business goals. One of the key strategies employed by banks to encourage customers to save is personal selling. Personal selling involves building personal relationships with customers, providing detailed explanations about products, and offering incentives to encourage saving behavior. This study aims to explore the relationship between personal selling activities and interest in saving customers at the BRI Bank of the Medan Muslim Captain Unit.

Literature Review

The concept of personal selling has been extensively studied in the marketing literature, with various theories emphasizing its importance in building awareness, interests, desires, and actions (AIDA) and influencing customer behavior (SOR). The AIDA model suggests that personal selling can encourage customers to save by creating awareness about the benefits of saving, generating interest in saving products, and building desire to save. The SOR model, on the other hand, emphasizes the importance of building relationships, trust, and credibility between customers and banks.

Methodology

This study employed a correlational method to identify the relationship between personal selling activities and interest in saving customers. The population of the study consisted of all customers who conducted transactions at the BRI Bank of the Medan Muslim Captain Unit in April 2010, totaling 9,851 people. A purposive sampling technique was used to select 99 samples, which was determined using the Yamane Taro formula with 10% precision and a 90% confidence level.

Data was collected through two methods: library research and field research. Library research involved reviewing existing literature on personal selling and customer saving behavior, while field research involved collecting data from customers through surveys and interviews. Data analysis techniques included single table analysis, cross-table analysis, and hypothesis testing using the Spearman Rank Order coefficient.

Results

The results of the study showed a significant relationship between personal selling activities and interest in saving customers, with a hospital value of 0.640. This indicates that the higher the personal selling activities, the higher the interest in saving customers. The correlation determinant test also showed that the effect of personal selling variables on the variable interest in saving interest was quite significant.

Discussion

The results of this study provide strong evidence of the importance of personal selling in encouraging customer saving interest. Several factors may contribute to the significant relationship between personal selling and interest in saving at Bank BRI Unit of Medan Muslim Captain, including:

Personal communication: Personal selling allows banks to build personal relationships with customers, build trust, and provide more detailed explanations about BRI Simpedes products.
Credibility and trust: Bank BRI as a trusted financial institution can build stronger trust through personal selling, so that customers feel safer to save at banks.
Motivation and incentives: Personal selling can involve promotional strategies and attractive incentives for customers, such as bonuses or gifts, thus encouraging interest to save.
More personal services: Personal selling allows banks to provide more personal services, according to the needs and preferences of each customer.

Implications and Recommendations

The results of this study have important implications for banks in improving marketing and service strategies. Bank BRI Medan Muslim Captain Unit can strengthen the personal selling program by paying attention to the following:

Training and Development: Providing adequate training and development to marketing staff to improve communication skills, persuasion, and expertise in providing product information.
Clear assessment system: Implement a clear and objective assessment system to measure the effectiveness of personal selling programs.
Motivation and incentives: Providing fair motivation and incentives to marketing staff to encourage performance and dedication in carrying out personal selling duties.
Evaluation and Monitoring: Performing periodic evaluation and monitoring of personal selling programs to identify weaknesses and opportunities for improvement.

Conclusion

In conclusion, this study provides strong evidence of the importance of personal selling in encouraging customer saving interest. By implementing an effective personal selling strategy, Bank BRI Medan Captain Muslim Captain Unit can increase the number of customers, strengthen the basis of funds, and achieve higher business targets.
Personal Selling and Interest in Savings: Explore the Relationship at the BRI Bank of the Medan Muslim Captain Unit - Q&A

Introduction

In our previous article, we explored the relationship between personal selling activities and interest in saving customers at the BRI Bank of the Medan Muslim Captain Unit. In this article, we will answer some of the frequently asked questions related to this study.

Q&A

Q: What is personal selling, and how does it relate to customer saving behavior?

A: Personal selling is a marketing strategy that involves building personal relationships with customers, providing detailed explanations about products, and offering incentives to encourage saving behavior. Our study found that personal selling activities have a significant relationship with customer interest in saving.

Q: What are the key factors that contribute to the relationship between personal selling and customer saving interest?

A: Our study identified several key factors that contribute to the relationship between personal selling and customer saving interest, including:

Personal communication: Personal selling allows banks to build personal relationships with customers, build trust, and provide more detailed explanations about BRI Simpedes products.
Credibility and trust: Bank BRI as a trusted financial institution can build stronger trust through personal selling, so that customers feel safer to save at banks.
Motivation and incentives: Personal selling can involve promotional strategies and attractive incentives for customers, such as bonuses or gifts, thus encouraging interest to save.
More personal services: Personal selling allows banks to provide more personal services, according to the needs and preferences of each customer.

Q: How can banks improve their personal selling programs to increase customer saving interest?

A: Our study recommends that banks improve their personal selling programs by:

Providing adequate training and development to marketing staff to improve communication skills, persuasion, and expertise in providing product information.
Implementing a clear and objective assessment system to measure the effectiveness of personal selling programs.
Providing fair motivation and incentives to marketing staff to encourage performance and dedication in carrying out personal selling duties.
Performing periodic evaluation and monitoring of personal selling programs to identify weaknesses and opportunities for improvement.

Q: What are the implications of this study for banks in improving their marketing and service strategies?

A: Our study has important implications for banks in improving their marketing and service strategies. By implementing an effective personal selling strategy, banks can increase the number of customers, strengthen the basis of funds, and achieve higher business targets.

Q: How can customers benefit from personal selling in banks?

A: Customers can benefit from personal selling in banks by:

Receiving personalized service that meets their needs and preferences.
Building trust and credibility with the bank.
Receiving incentives and promotions that encourage them to save.
Having access to more detailed information about bank products and services.

Conclusion

In conclusion, our study provides strong evidence of the importance of personal selling in encouraging customer saving interest. By implementing an effective personal selling strategy, banks can increase the number of customers, strengthen the basis of funds, and achieve higher business targets. We hope that this Q&A article has provided valuable insights and answers to frequently asked questions related to this study.