STRATEGI REKRUTMEN NASABAH UNTUK MENINGKATKAN KINERJA PEMASARAN DI PT VICTORY INTERNATIONAL FUTURES

Abstract

ABSTRAK

Dalam konteks pemasaran jasa keuangan, kinerja pemasaran tidak hanya ditentukan oleh peningkatan penjualan, tetapi juga oleh kemampuan perusahaan dalam membangun kepercayaan dan hubungan jangka panjang dengan nasabah. Industri pialang berjangka di Indonesia memiliki karakteristik risiko tinggi dan tingkat persaingan yang ketat, sehingga menuntut strategi rekrutmen nasabah yang tidak semata berorientasi pada transaksi jangka pendek. Penelitian ini bertujuan untuk menganalisis strategi rekrutmen nasabah yang diterapkan oleh PT Victory International Futures serta kontribusinya terhadap peningkatan kinerja pemasaran perusahaan. Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif. Data dikumpulkan melalui wawancara semi-terstruktur dengan tim pemasaran, observasi langsung terhadap aktivitas rekrutmen dan komunikasi pemasaran, serta dokumentasi pendukung. Keabsahan data dijaga melalui triangulasi teknik, sedangkan analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi rekrutmen nasabah dilaksanakan secara terstruktur melalui tahapan pencarian calon nasabah, pendekatan awal, edukasi produk, appointment, dan follow up berkelanjutan. Pendekatan personal, transparansi informasi, serta pemanfaatan media sosial berperan penting dalam membangun kepercayaan dan meningkatkan minat calon nasabah. Strategi follow up yang konsisten juga memperkuat hubungan jangka panjang dan mendukung peningkatan jumlah nasabah aktif serta volume transaksi. Simpulan penelitian menegaskan bahwa strategi rekrutmen nasabah berbasis relationship marketing tidak hanya berdampak pada peningkatan kinerja pemasaran, tetapi juga memperkuat citra dan kepercayaan terhadap perusahaan pialang berjangka, sehingga menjadi fondasi penting bagi keberlanjutan pemasaran jasa keuangan.

ABSTRACT

In the context of financial services marketing, marketing performance is not only determined by increased sales but also by a company’s ability to build trust and maintain long-term relationships with customers. The futures brokerage industry in Indonesia is characterized by high risk and intense competition, requiring customer recruitment strategies that go beyond short-term transactional orientations. This study aims to analyze the customer recruitment strategies implemented by PT Victory International Futures and examine their contribution to improving the company’s marketing performance. A qualitative descriptive approach was employed in this research. Data were collected through semi-structured interviews with marketing personnel, direct observation of recruitment and marketing communication activities, and analysis of supporting documents. Data validity was ensured through technique triangulation, while data analysis was conducted through data reduction, data display, and conclusion drawing. The findings reveal that customer recruitment strategies are implemented through structured stages, including lead generation, initial approach, product education, appointments, and continuous follow-up. Personalized communication, transparent information delivery, and the use of social media play a crucial role in building customer trust and increasing prospective customers’ interest. Furthermore, consistent follow-up activities strengthen long-term relationships and contribute to an increase in active customers and transaction volumes. In conclusion, this study demonstrates that customer recruitment strategies based on relationship marketing not only enhance marketing performance but also strengthen corporate image and trust in futures brokerage companies, thereby serving as an essential foundation for sustainable financial services marketing.