IMPROVEMENT OF THE SALES FORCE THAT USE MOBILE APPLICATION TO MARKET THEIR PRODUCT

• Main Author: Nathaniel, Jeremy
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/74436
• Institution: Institut Teknologi Bandung

Holding Ultra Micro is a holding company established by the Ministry of StateOwned Enterprises, with PT Bank Rakyat Indonesia as its parent company, along with PT Pegadaian and PT Permodalan Nasional Madani as subsidiaries. The purpose of forming Holding Ultra Micro is to provide comprehensive inclusive financial services with a broad reach to promote the growth of ultra-micro, micro, small, and medium-sized businesses. Following the establishment of Holding Ultra Micro, PT Bank Rakyat Indonesia launched an application called Senyum Mobile, which serves as a synergistic platform for the sales force to offer Holding Ultra Micro's financial products to the public. However, the issue at hand is the suboptimal utilization and cross-selling efforts carried out by the sales force of Holding Ultra Micro through the Senyum Mobile application. Cross-selling refers to when sales force from PT Bank Rakyat Indonesia sell products from PT Pegadaian and PT Permodalan Nasional Madani, and vice versa. The objective of this research is to propose sales management strategy and an implementation plan to enhance the utilization and cross-selling efforts of the sales force through the Senyum Mobile application. The strategy formulation begins with identifying the internal and external environmental factors of PT Bank Rakyat Indonesia and Holding Ultra-Micro. Data collection techniques used include interviews and questionnaires for conducting internal analysis (Current Sales Management & Sales Force Analysis), while sourcing information from journals and the internet is utilized for conducting external analysis (PESTEL and Competitor Analysis). The analytical tool employed for processing the questionnaire data is smartPLS. The research findings indicate that financial incentives and key performance indicators (KPIs) have a significant impact on the sales force's motivation to use and engage in cross-selling through the Senyum Mobile application. Therefore, it is necessary for PT Bank Rakyat Indonesia, as the parent company, to develop programs and policies that align with these factors.