Enhancing SME Growth through Referral Marketing and Customer Lifetime Value in Banking

Authors

  • Dean Ramdhan Wibawa Institut Teknologi Bandung

DOI:

https://doi.org/10.56916/jimab.v4i2.1316

Keywords:

referral marketing, consumer behavior, digital banking, bank, west java

Abstract

Penelitian ini dilatarbelakangi oleh kebutuhan untuk memahami faktor-faktor yang mempengaruhi pelaku usaha dalam memilih bank rekanan untuk mendukung operasional bisnis mereka. Fokus utama penelitian ini adalah efektivitas strategi pemasaran berbasis referral dalam meningkatkan akuisisi nasabah Usaha Mikro, Kecil, dan Menengah (UMKM) di sektor perbankan, khususnya wilayah pemasaran Jawa Barat. Penelitian ini menggunakan pendekatan studi literatur, dengan menganalisis berbagai sumber seperti buku, artikel jurnal, dan laporan penelitian yang relevan. Instrumen penelitian meliputi analisis data sekunder dan wawancara terstruktur dengan pelaku usaha dan perwakilan bank. Hasil penelitian menunjukkan bahwa strategi pemasaran berbasis referral memiliki dampak signifikan terhadap perilaku konsumen serta berkontribusi pada peningkatan Customer Lifetime Value (CLV). Strategi yang diusulkan meliputi penerapan program referral dengan insentif, kolaborasi dengan pelaku usaha lokal, serta peningkatan literasi penggunaan layanan digital banking. Temuan ini memberikan implikasi bahwa pendekatan berbasis komunitas dan rekomendasi personal efektif dalam memperluas jangkauan nasabah. Penelitian lanjutan dengan pendekatan empiris direkomendasikan untuk memperkuat validitas dan implementasi strategi ini di masa mendatang.

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Published

2025-07-02

How to Cite

Wibawa, D. R. (2025). Enhancing SME Growth through Referral Marketing and Customer Lifetime Value in Banking . Journal of Innovation in Management, Accounting and Business, 4(2), 174–178. https://doi.org/10.56916/jimab.v4i2.1316

Issue

Vol. 4 No. 2 (2025)

Section

Articles

License

Copyright (c) 2025 Dean Ramdhan Wibawa

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