ANALYSIS OF PROMOTIONAL ACTIVITIES OF KPPS BUMI MERANTI WANGI IN INCREASING THE NUMBER OF MEMBERS

BUMI MERANTI WANGI

Abstract

This research discusses the importance of marketing strategies in increasing membership at the Bumi Meranti Wangi Sharia Savings and Loan Cooperative amidst competition from other financial institutions and the rise of illegal online loans in Indonesia. The main focus of the research is to evaluate the effectiveness of the cooperative's promotional activities, which are currently not fully optimized, such as the lack of social media use and other promotional tools. Using a qualitative method with a descriptive approach, this study identifies that promotional strategies through personal selling, public relations, and word of mouth have been implemented but are not yet optimal. This research highlights the need to enhance the use of social media as a promotional tool to attract new members and strengthen the cooperative's presence. The findings indicate that the implementation of effective marketing strategies, including the use of social media, can increase membership and help the cooperative achieve its targets.