ANALISIS STRATEGI PEMASARAN DALAM MENINGKATKAN JUMLAH ANGGOTA PADA KOPERASI SIMPAN PINJAM (KSP) SEJAHTERA ABADI DI KABUPATEN KAIMANA

Abstrak

This study is motivated by the growing competition among businesses, especially savings and loan cooperatives, in maintaining sustainability and increasing membership. At KSP Sejahtera Abadi, the number of members has fluctuated over the past three years. The purpose of this study is to identify the marketing strategies implemented to increase membership in the Savings and Loan Cooperative (Kospin) Sejahtera Abadi in Kaimana Regency. This research uses a qualitative method with data collected through observation, documentation, and questionnaires distributed to members and management of the cooperative. A total of 20 members and 9 administrators were selected as respondents. The results show that KSP Sejahtera Abadi has not fully applied the marketing mix strategy, which includes Product, Price, Place, and Promotion. The cooperative’s marketing efforts are carried out directly through home visits and indirectly through brochure distribution. After implementing these strategies, the cooperative was able to increase its membership and proceed with other marketing stages by assessing its strengths and weaknesses. It is recommended that KSP Sejahtera Abadi utilize technology more effectively in its marketing approach to attract more members.