Main Article Content
Abstract
This study aims to analyze the implementation of Word of Mouth Marketing (WOMM) quality in increasing customer interest in Home Ownership Loan (PPR) products at BTN KCP Syariah Setia Budi using SWOT analysis. This research employs SWOT analysis (Strenght, Weakness, Opportunities, Threats) as its foundational framework. The results indicate that WOMM has significant potential to attract customer interest, particularly through the strength of satisfied customers' credibility and the superior quality of services. Major opportunities are also identified in the growth of digital and social media and the increasing trust in sharia financial products. However, challenges include dependence on customer perceptions, limited control over WOMM messages, and intense market competition. With the right strategies, such as enhancing service quality, leveraging social media, and encouraging positive testimonials, BTN KCP Syariah Setia Budi can optimize the positive impact of WOMM to strengthen the market position of their PPR products.
Keywords
Article Details
![Creative Commons License](http://i.creativecommons.org/l/by/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
- Aldina, M., Dayu, A. T., & Haura, R. (2020). Students’ challenges in listening in virtual classroom; case study in English education study program in COVID-19. IJELAL International Conference On Social Sciences & Humanity, Economics, And Politics, 1(1), 109–112.
- Ali Hasan, 2018. (2018). Proses Implementasi Word of Mouth Dalam Strategi Komunikasi Pemasaran La Perla Plaza Senayan. Jurnal Pustaka Komunikasi, 1(1), 155–166.
- Amirah, T. N., Iqbal Fasa, M., & Suharto. (2023). Pengaruh Strategi Pemasaran (Word Of Mouth) Terhadap Keputusan Nasabah Memilih Produk Di Bank Syariah. Jurnal Perbankan Syariah, 4(1), 42.
- Aldina, M., Dayu, A. T., & Haura, R. (2020). Students’ challenges in listening in virtual classroom; case study in English education study program in COVID-19. IJELAL International Conference On Social Sciences & Humanity, Economics, And Politics, 1(1), 109–112.
- Ali Hasan, 2018. (2018). Proses Implementasi Word of Mouth Dalam Strategi Komunikasi Pemasaran La Perla Plaza Senayan. Jurnal Pustaka Komunikasi, 1(1), 155–166.
- Amirah, T. N., Iqbal Fasa, M., & Suharto. (2023). Pengaruh Strategi Pemasaran (Word Of Mouth) Terhadap Keputusan Nasabah Memilih Produk Di Bank Syariah. Jurnal Perbankan Syariah, 4(1), 42.
- Aslami, N., Apriani, A., Widayati, C. C., & Losi, R. V. (2022). THE ROLE OF TRUST IN MEDIATING PERCEIVED EASE OF USE , PERCEIVED RISK AND E-WOM ON PURCHASE INTENTION. 2(2), 69–81.
- Caliskan, Y. (2016). 국회선진화법’ 에 관한 보론No Title’. 입법학연구, 제13집 1호(May), 31–48.
- Dalfa, S., Tresnati, R., & Srisusilawati, P. (2018). Kajian Bauran Pemasaran Pembiayaan KPR Islamic Banking Menggunakan Analisis Swot. 4(2), 14.
- Fajar Nugraha Permana, & Asmai Ishak. (2023). Strategi Pemasaran Untuk Upaya Meningkatkan Jumlah Nasabah Pada Produk Pembiayaan KPR Di PT Bank Tabungan Negara Kantor Cabang Cilegon. Jurnal Publikasi Sistem Informasi Dan Manajemen Bisnis, 2(3), 167–176. https://doi.org/10.55606/jupsim.v2i3.2017
- Fakhrudin, A., Yudianto, K., & Melly A.D, Y. S. (2021). Word of mouth marketing berpengaruh terhadap keputusan kuliah. Forum Ekonomi, 23(4), 648–657. https://doi.org/10.30872/jfor.v23i4.10111
- Fauzi, A., Rukmini, & Wulandari, S. (2020). Pengaruh Word of Mouth Terhadap Keputusan Pembelian Produk Pada PT. Kedaung Medan LTD. Jurnal Ilmu Manajemen Dan Kewirausahaan (JIMK), 1(1), 1–13.
- Firyal Aqila, V. A. (2023). Firyal Aqila 1 , Velda Ardia 2 1,2. 2(1), 240–247.
- Hasanudin, H., & Nurwulandari, A. (2022). The Effect of promotion, word of mouth and digital marketing on consumer satisfaction through the insurance policy purchase decision using fuse pro application. Budapest International Research and Critics Institute-Journal, 5(3), 28064–28074.
- Hendrayati, H., & Pamungkas, P. (2020). Viral Marketing and E-Word of Mouth Communication in Social Media Marketing. 117(Gcbme 2018), 41–48. https://doi.org/10.2991/aebmr.k.200131.010
- Irawan, E. (2023). Konsep Strategi Word of Mouth Marketing dalam Peningkatan Pengembangan Bisnis : Suatu Tinjauan Literatur. SAMMAJIVA: Jurnal Penelitian Bisnis Dan Manajemen, 1(3), 293–303.
- Joesyiana, K. (2018). Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Konsumen Pada Media Online Shop Shopee Di Pekabaru (Survey pada Mahasiswa Semester VII Jurusan Pendidikan Akuntansi Fakultas Keguruan dan Ilmu Pendidikan Universitas Islam Riau). Jurnal Valuta, Vol. 4(1), 71–85.
- Kuswandi, S., & Surya, C. M. (2021). Analisis SWOT Strategi Pemasaran Kredit Serta Usulan Program Kerja dengan Menggunakan Metode Analytical Hierarchy. Reslaj : Religion Education Social Laa Roiba Journal, 3(2), 149–170. https://doi.org/10.47467/reslaj.v3i2.326
- Nur, M. F., & Rahmawati, L. (2022). Analisis SWOT Produk Pembiayaan Di Bank Muamalat Pada Masa Pandemi. JPS (Jurnal Perbankan Syariah), 3(1), 14–28. https://doi.org/10.46367/jps.v3i1.481
- Pramudita, A., & Suharyati. (2024). Pengaruh Country of Origin, Social Media Marketing, dan E-WOM Terhadap Keputusan Pembelian Produk Somethinc di Jakarta Selatan. Journal of Young Entrepreneurs, 3(1), 1–18.
- Rumyeni, R., Samsudin, D., Syam, H. M., & Selwendri, S. (2023). Word-of-Mouth Communication as a Promotional Tool in the Medical Tourism Industry. Jurnal Komunikasi, 15(1), 105–119. https://doi.org/10.24912/jk.v15i1.21224
- Sari, G. G., & Gusti, G. E. (2017). Penerapan Strategi Word To Mouth Dalam Sistem Jual Beli Di Kelompok Pengajian Salafi Kota Pekanbaru. LONTAR: Jurnal Ilmu Komunikasi, 5(1), 17–26. https://doi.org/10.30656/lontar.v5i1.483
- Solihin, D., & Ahyani, A. (2022). The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention. Majalah Ilmiah Bijak, 19(2), 193–205. https://doi.org/10.31334/bijak.v19i2.2384
- Studi, P., Komunikasi, I., Jakarta, U. M., & Selatan, T. (2024). Implementasi word of mouth marketing PT Satu Bintang dalam mendapatkan kepercayaan klien. 10(1).
- Suarmaja, I. B. K., Suarmanayasa, I. N., Susila, G. P. A. J., & Atidira, R. (2023). Word of Mouth Marketing atau Social Media Marketing yang Lebih Efektif dalam Keputusan Memilih Program Studi S1 Manajemen Di Universitas Pendidikan Ganesha. Bisma: Jurnal Manajemen, 9(1), 32–37. https://doi.org/10.23887/bjm.v9i1.60940
- Widayat, Nursakinah, & Widjaya, R. (2022). The Relationship Modelling of Advertising, Electronic Word of Mouth and Brand Awareness on Fashion Product Purchasing Decision. JBMP (Jurnal Bisnis, Manajemen Dan Perbankan), 8(2), 170–194. https://doi.org/10.21070/jbmp.v8i2.1601
- Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2021). Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media. Australasian Marketing Journal, 28(4), 160-170. doi:10.1016/j.ausmj.2020.03.002
- Wicaksono, M. P. A., & Seminari, N. K. (2016a). Pengaruh Iklan Dan Word Of Mouth Terhadap Brand Awareness Traveloka. E Jurnal Manajemen Unud, Vol. 5, No.8, 2016: 5098-5127 ISSN : 2302-8912.
- Wicaksono, M. P. A., & Seminari, N. K. (2016b). Pengaruh Iklan Dan Word Of Mouth Terhadap Brand Awareness Traveloka. E Jurnal Manajemen Unud, 5(8), 5098-5127.
- Yulianto, T., & Assoraya, L. A. (2021). Analisis Strategi Pemasaran Proyek Perumahan Permata Alam di Jombang. Publikasi Riset Orientasi Teknik Sipil (Proteksi), 3(1), 1. https://doi.org/10.26740/proteksi.v3n1.p1-8
- Zhao, L., Li, M., & Sun, P. (2021). Neo-Fashion: A Data-Driven Fashion Trend Forecasting System Using Catwalk Analysis. Clothing and Textiles Research Journal. doi:10.1177/0887302x211004299
- Zhong, Y., & Mitra, S. (2020). The role of fashion retail buyers in China and the buyer decision-making process. Journal of Fashion Marketing and Management: An International Journal, 24(4), 631-649. doi:10.1108/jfmm-03-2018-0033
- Zia, N. u. (2016). The Role Of Advertising On Consumer Buying Decision In Pakistan. Singaporean Journal of Business economics, and management Studies (SJBem), 5(4), 39-47.