Aurola, Pedro (2025) Pengaruh Social Selling Dan Direct Selling Terhadap Minat Nasabah Pada Cicil Emas Di BSI KCP Pangkalan Kerinci Maharaja, Kabupaten Pelalawan. Other thesis, Universitas Islam Riau.

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Abstract

This study aimed to analyze the influence of social selling and direct selling on customer interest in the gold installment product at the Indonesian Islamic Bank KCP Pangkalan Kerinci Maharaja, Pelalawan Regency. The background of this research was based on technological developments that encouraged the interest of both customers and potential customers, particularly in Islamic banking products. Social selling utilized social media and digital platforms to build relationships, provide education, and create customer engagement. Meanwhile, direct selling emphasized face-to-face interactions that offered personal experiences, strengthened trust, and convinced potential customers. This study employed a quantitative approach with data collected through questionnaires distributed to customers and potential customers of the gold installment product. The data were analyzed using multiple linear regression to determine the effect of each independent variable on the dependent variable. The results indicated that social selling and direct selling had a positive and significant effect on customer interest. These findings suggested that the integration of modern marketing technology with a personal approach was effective in attracting the attention and interest of potential customers. The study recommended that the Indonesian Islamic Bank adopt these insights as a strategic input in formulating optimal marketing strategies to enhance the penetration of the gold installment product in Pelalawan Regency.

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