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UNIVERSITI UTARA MALAYSIA

TUNKU PUTERI INTAN SAFINAZ SCHOOL OF ACCOUNTANCY

(TISSA-UUM)

PRACTICUM REPORT

SECOND SEMESTER SESSION 2020/2021 (A202)

THE EFFECTIVENESS OF VCARD IMPLEMENTATION ON PROHAJJ

MARKETING AND SALES AT BANK MUAMALAT INDONESIA: THE CASE OF

KOTABUMI SUBBRANCH

ALGHOZALI NUR AZIZAH

252469

THE EFFECTIVENESS OF VCARD IMPLEMENTATION ON PROHAJJ

MARKETING AND SALES AT BANK MUAMALAT INDONESIA: THE CASE OF

KOTABUMI SUBBRANCH

PT BANK MUAMALAT INDONESIA TBK

JL. JENDRAL SUDIRMAN LINGKUNGAN 6 RT.001/RW.006, KOTABUMI,

LAMPUNG UTARA, LAMPUNG, INDONESIA

and contents of the Industrial Training Report in any form or means whether electronic,

mechanical, recording or otherwise without the prior written permission of the Dean of Tunku

Intan Safinaz School of Accountancy (TISSA), College of Business (COB), University Utara

Malaysia (UUM).

ACKNOWLEDGEMENT

I would like to take this opportunity to acknowledge everyone who have assisted me in

preparation of this report. First praise is to Allah SWT the God Almighty, for whom we always

depend on guidance to and as I am finally able to undergo my internship within the time. From

the bottom of my heart, I would like to express my gratitude to the ones who always there for

me, my beloved parents Admadi Nurimam Ghozali and Suyirotin Nujaimah who always give me

support mentally, physically and also financially. Also not forget big thanks to my siblings

Wisyahatun Nurrohmah Al Ghozali, Abdurrohman Yusuf Al Ghozali, Ahmad Faruq Al Ghozali,

and Muhammad Abdul Aziz Al Ghozali who always be my reasons to become stronger.

I would like to express my appreciation to my report supervisor of UUM, Dr Rokiah Bt Ishak for

her valuable advice and guidelines. I would also like to express my big respect to my

organization’s supervisor of PT Bank Muamalat Indonesia Sub Branch Kotabumi, Mr Ahmad

Azwar for the guidance and knowledge he shares to me to complete my practicum and this

research. I also indebted to Miss Dhea Vita Lestari who has been very welcome to me since my

first day and guide me everything from the beginning. I wish to thank all officemates Halimah,

Wahyu Setya Nugraha, Januar Suwansyah, Putri Patricia, Rinaldy, Marwanto, Jupri, and Nur

Malik who are directly or indirectly had helped me throughout this practicum period.

Last but not least, the award is also addressed to all the staffs of Tunku Intan Safinaz School of

Accountancy (TISSA) for the thoughtful toleration and time given for us to complete this project

while considering our situation in this tough time. Special thanks, tribute and appreciation to all

my Universiti Utara Malaysia friends for their support for these past 4 years and all those their

names do not appear here who have contributed to the successful completion of this practicum.

iii

DISCLAIMER

This practicum report is submitted to the Tunku Intan Safinaz School of Accountancy (TISSA-

UUM), University Utara Malaysia in partial fulfillment of the requirement for the degree of

Bachelor of Accounting (Hons), University Utara Malaysia.

I, the undersigned, shall be responsible for the accuracy of all opinion, technical comment,

factual report, data, figures, illustrations and photographs in this report. I bear full responsibility

for checking whether the material submitted is subject to the copyright or ownership rights.

Name : Nur Azizah Al Ghozali

Matric No : 252469

Signature :

Date : 15th March 2022

ABSTRACT

The motivation of this paper is to response to the problem that exist at PT Bank Muamalat

Indonesia Kotabumi Subbranch which is unachieved target marketing sales of Customer Service

staff and Relationship Manager for the Prohajj product, a hajj bridging fund product in Bank

Muamalat Indonesia. This paper aims to examine whether implementing of Vcard Blast contact

saving strategy could be a solution to this problem and lead to higher revenue earned from

Prohajj product, due to lower operational cost and less time consuming.

The student create Vcard file for the employees for half-period of practicum, and prepare

portfolio in the form of tutorial video and notes to guide the employee continue applying Vcard

strategy after the practicum training finish. The student uses qualitative data collection by

interview and interact with the CS , RM, SBOS and SBM to gather quantitative (numerical) data

in the form of monthly marketing target/leads target achievement for Prohajj product, the data of

customers who apply for Prohajj product and customers who succeed to book hajj portion

through Prohajj product. The qualitative data collection method of observation also used to

gather information about factors that could improve the productivity of Prohajj product other

than Vcard file implementation. The numerical data collected are organized monthly to ease the

student to compare the performance of Prohajj product marketing achievement before and after

Vcard blast contact saving strategy implemented on January 2022.

Lastly, the final part of the report will discuss about the overall conclusion of the research where

the company should implement Vcard blast contact saving strategy as the new innovation for

Bank Muamalat Indonesia Sub Branch Kotabumi to improve its efficiency and productivity

especially for Prohajj Product.

Keyword: Marketing, Effectivity, Sales, Efficiency, Productivity, Prohajj, Vcard

ABBREVIATION

BMI Bank Muamalat Indonesia

SBM Sub Branch Manager

CS Customer Service

RM Relationship Manager

SBOS Sub Branch Operational Supervisor

APPS Application System

UUM Universiti Utara Malaysia

MHLC Muamalat Household Loan Credits

MA Marketing Agents (CS and RM)

TABLE OF CONTENT

COPYRIGHT DECLARATION ..................................................................................................... i

ACKNOWLEDGEMENT .............................................................................................................. ii

DISCLAIMER ............................................................................................................................... iii

ABBREVIATION........................................................................................................................... v

LIST OF TABLE, FIGURES, AND DIAGRAM ......................................................................... vii

1. INTRODUCTION AND BACKGROUND OF STUDY ........................................................... 1

1.1.COMPANY BACKGROUND .............................................................................................. 2

1.1.1.COMPANY’S HISTORY AND PROFILE ................................................................... 2

1.1.2.VISION AND MISSION................................................................................................ 4

1.1.3.CORE ACTIVITIES....................................................................................................... 5

1.1.4.EMPLOYEE STATISTIC .............................................................................................. 6

1.1.5.ORGANISATIONAL STRUCTURE ............................................................................ 8

1.2.ACTIVITY PERFORM DURING PRACTICUM TRAINING ........................................... 9

1.3.ISSUE ON PROHAJJ TARGET MARKETING ACHIEVEMENT .................................. 13

2. OBJECTIVE ............................................................................................................................. 16

3. METHODOLOGY ................................................................................................................... 16

3.1.Primary Source .................................................................................................................... 17

3.1.1.Interview ....................................................................................................................... 17

3.1.2.Observation ................................................................................................................... 17

3.2.Secondary Source ................................................................................................................ 18

3.2.1.Online Research ............................................................................................................ 18

3.2.2.Article and Journal........................................................................................................ 18

4. DISCUSSION ........................................................................................................................... 19

4.1.BMI PRODUCT: PROHAJJ ............................................................................................... 19

4.1.1.PRODUCT DESCRIPTION......................................................................................... 19

4.1.2.ACCOUNTING FOR PROHAJJ ................................................................................. 19

4.2.VCARD BLAST CONTACT SAVING STRATEGY ....................................................... 21

4.2.1.PROCEDURE TO CREATE VCARD FILE ............................................................... 22

4.3.IMPLEMENTATION OF VCARD BLAST CONTACT SAVING STRATEGY ON

PROHAJJ SALES AND MARKETING ....................................................................... 28

4.3.1.BROADCASTING THEORY ...................................................................................... 28

4.3.2.IMPLEMENTATION OF VCARD BLAST CONTACT SAVING STRATEGY ...... 29

4.3.3.IMPACT OF VCARD BLAST CONTACT SAVING STRATEGY

IMPLEMENTATION ON PROHAJJ MARKETING PERFORMANCE ............. 32

4.3.4.IMPACT OF VCARD BLAST CONTACT SAVING STRATEGY

IMPLEMENTATION ON PROHAJJ SALES PERFORMANCE ......................... 35

5. CONCLUSSION....................................................................................................................... 38

REFERENCES ............................................................................................................................. 39

vii

LIST OF TABLE, FIGURES, AND DIAGRAM

Figure 1. PT. Bank Muamalat Indonesia Tower located in South Jakarta ................................................... 3

Figure 2 Employee Statistic of PT. Bank Muamalat Indonesia tbk as per 31 December 2020 .................... 7

Figure 3 The student assist CS staff in documenting transaction documents for the day ........................... 11

Figure 4 The student help RM create a Jurisdiction Analysis ..................................................................... 12

Figure 5 The student accompany manager when visit the customer ........................................................... 13

Figure 6 the phone number information is put on the same cell with other information ............................ 14

Figure 7 example of Vcard file that saved as .vcf file extention .................................................................. 21

Figure 8 The Leads document consist of various details ............................................................................ 23

Figure 9 Using Text to Column command to separate phone number information .................................... 24

Figure 10 Example of FIND formula application ....................................................................................... 25

Figure 11 The use of LEFT formula after applies FIND formula ............................................................... 25

Figure 12 The Combination of IF formula and RIGHT formula to eliminate the first 3 digits of phone

number ......................................................................................................................................................... 26

Figure 13 The customer name and mobile phone data in the new excel sheet............................................ 26

Figure 14 The contact information from CSV files has imported to contact windows................................ 27

Figure 15 Search cmd from search and program files feature ................................................................... 28

Figure 16 The cmd page after type the coding ............................................................................................ 28

Figure 17 All the contacts saved in Vcard file shown automatically in Whatsapp contact after the user

import it. ...................................................................................................................................................... 29

Figure 18 Example of collection form that mentions customers who are registered to Prohajj product ... 37

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1. INTRODUCTION AND BACKGROUND OF STUDY

In general, internships are a process that must be completed by all UUM students, especially

TISSA students, within a certain period of time that has been determined before they graduate.

As per university rules, UUM student for accounting courses must undergo practical industrial

training within a period of six (6) months consisting of twelve (12) credit hours. During

industrial training, students are placed in the private or government sector, depending on

availability, location suitability and the needs of the employer. Yet, the student is the one who

decide the last choice on where they want to do industrial practical training at based on their

passion and desire.

Industrial practical training is just as important as theoretical lessons. This activity allows

students to not only learn how to apply the theory they learn in school to the industrial world, but

they can also learn how to train the mental, physical, intellectual and professional attitudes

needed in the work environment.

Directly or indirectly, this program has positive impacts on both parties. From the student's

perspective, they get the opportunity to apply the knowledge and skills they have acquired during

their studies on the company's operational activities. From the company's perspective, they get

assistance from students in routine work activities that can facilitate the achievement of daily

targets, datelines, and several important projects. Company sometimes also challenges students

to tackle some projects and see how well they can perform various tasks.

The student, who conduct internship in the banking sector, mostly involve in business

department than operational and financial department. The business department activities include

customer care, marketing, and managerial activities with Customer Service, Relationship

Manager, and Manager itself as the mentor.

In the beginning of the internship, the company let the student to involve in Customer care

activities. The students must pay attention to every customer service demeanor in serving

customers, how to think spontaneously toward every customers' complaint, the way they market

the products to increase customer interest in using the product, as well as what and how she

completes her task, from collecting data, processing data, checking the accuracy of each data,

reporting the results of daily customer care activities, and how she archives the data so that it is

neatly organized. Other than customer care, the Relationship Manager or even the manager

himself will give the student a task when she is needed. At the end of practicum, the student must

know how is the proper documentation, how is the flow of the registration process for each

banking products, how is the marketing activities conducted by the banking staff as employees of

business trust organization, and how the bank ensures that all the customer especially the

institutional one is legal and based on the law applied in Indonesia.

Last but not least, the internship program allows students to make critical decision for their

future career regarding the next steps to take after graduating from university. At the same time,

practical industrial training can indirectly help students improve their interpersonal skills, such as

leadership, communication, and time management skills, and expand networking.

1.1. COMPANY BACKGROUND

1.1.1. COMPANY’S HISTORY AND PROFILE

PT Bank Muamalat Indonesia, Tbk was established on 24th Rabius Tsani 1412 H (1st

November 1991), The establishment of this bank was initiated by several figures from the

Assembly Indonesian Ulama (MUI), several Muslim scholars who are the members of

the Indonesian Association of Muslim Intellectuals (ICMI) and the Government. PT Bank

Muamalat Indonesia Tbk also supported by prominent Muslim figures and leaders, some

Muslim businessmen, as well as the community. The six most popular figures behind the

establishment of PT Bank Muamalat Indonesia tbk are Prof. DR. Ing. B.J. Habibie, Prof.

DR. Sukamdani Sahid Gitosardjono, Prof. DR. Amin Aziz, Dr. Rachmat Saleh, Prof. Drs.

Amir Rajab Batubara dan K.H. Hasan Basri.

On May 1, 1992 or 27 Shawwal 1412 H, Bank Muamalat Indonesia officially operated as

the first bank running its business based on sharia principles in Indonesia, where two

years later, on October 27, 1994, BMI obtained a license as a Foreign Exchange Bank

after being registered a year earlier as a public company that is not listed on the Indonesia

Stock Exchange (IDX). Furthermore, in 2003, BMI became the first banking institution

in Indonesia to issue Subordinated Mudharabah Sukuk.

Figure 1. PT. Bank Muamalat Indonesia Tower located in South Jakarta

BMI headquartered in Prof. DR. Satrio No. Kav. 18, RT.7/RW.4, Kuningan, Karet

Kuningan, Setiabudi District, South Jakarta City, Special Capital Region of Jakarta

12940. BMI continues to innovate by issuing sharia financial products such as Sharia

Insurance (Takaful Insurance), Muamalat Financial Institution Pension Fund (DPLK

Muamalat) and sharia multifinance (Al-Ijarah Indonesia Finance) which are all new

breakthroughs in Indonesia.

As the Bank's capacity is getting bigger and recognized, BMI is expanding its wings by

continuing to expand its network of branch offices not only throughout Indonesia, but

also overseas. Today, the BMI has about 240 service offices including 1 (one) branch

office in Malaysia. The Bank's operations are also supported by an extensive service

network in the form of 568 Muamalat ATM units spread throughout Indonesia, including

1 ATM unit in Malaysia, and connected to 120,000 ATM Bersama and 77,000 Prima

ATMs as well as 51 units of Mobile Cash Cars.

BMI service office at Kotabumi (North Lampung) is one of BMI Sub Branch offices in

Lampung Province, Indonesia. The activities at Kotabumi Service office consist of three

departments which are business, operational and supervision, and marketing department.

BMI cooperate with other companies in providing sharia insurance products such as PT.

Sun Life Financial Indonesia to provide sharia investment savings and PT. Asuransi

Takaful Keluarga to provide life insurance. Other than that, BMI operates with several

subsidiaries, namely Al-Ijarah Indonesia Finance (ALIF) which provides sharia financing

services, DPLK Muamalat which provides pension fund services through Financial

Institution Pension Funds program, and Baitulmaal Muamalat which provides services

for distributing Zakat, Infaq, and sadaqah (ZIS funds).

1.1.2. VISION AND MISSION

1.1.2.1. VISION

“To be the Best Islamic and one of the Top 10 Banks in Indonesia with Strong

Regional Presence”

As the first bank that applies sharia principle in Indonesia, Bank Muamalat Indonesia

makes BMI has no competitor in the sharia banking industry for several times. During

that time, seems that BMI focus on expertizing its services and experienced various

challenge and how to talked it as the initiator of sharia bank. As continuously assess the

purity of sharia principle applied on its products, has a vision to be the best Islamic Bank

with strong regional presence is valued to achieve.

Looking at the high volume of Muslim in Indonesia, PT Bank Muamalat Indonesia tbk

that should compete with a number of conventional banks in Indonesia at the early

establishment, BMI is strongly determine to Islamizes as much as possible of Muslims

banking activities and become the top 10 Banks in Indonesia with strong regional

presence.

1.1.2.2. MISION

“To develop an excellent and sustainable Islamic financial institution with emphasis

on entrepreneurial spirit based on prudent principles and excellent and professional

human resources with strong adherence to Islamic values, and oriented towards

innovative investment to optimize values which benefit all stakeholders"

To achieve its goals, PT Bank Muamalat Indonesia ground its business on the following

points:

- Coaching Targets: Train and accelerate the advancement of low and middle

economic level communities in Indonesia where BMI could bridge socio-economic

gap due to the impact of development.

- Coaching Strategy:

a. Build well cooperation with existing Rural Banks, and encourage Rural Banks

advancement on the potential areas.

b. In collaboration with Amil Zakat, Infaq, and Sadaqat (BAZIS) of Indonesia to

intensify the management of zakat, infaq, and Sadaqat funds.

c. Stimulate the growth and development of the institutions that providing

technical assistance in management for small and medium-sized

entrepreneurs.

d. Stimulate the growth and development of the institutions that providing

assistance in accounting skills development.

e. Develop the institutional role of providing postharvest technology.

f. Developing the role of marketing institutions for production products.

1.1.3. CORE ACTIVITIES

According to BMI’s Articles of Association, act no 22 11 October 2018 created by

Ashoya Ratam, S.H., Mkn at South Jakarta that ratified by the Decree of the Ministry of

Law and Human Rights No. AHU-0024963.AH.01.02 year of 2018, the main business

activities of Bank Muamalat Indonesia which include collect funds from public and

distribute it in the form of legitimate financing based on sharia principle become the

strategy to achieve BMI purpose and objective which is to conduct banking business

based on sharia principle as stated on the Articles of Association. These more detail are

as follows:

1) Collecting funds from the community

There are two types of collecting funds strategy that BMI has on its operational

activities. The strategy is implemented by issue deposits and investment products.

The deposit on the form of current accounts, savings accounts, and other forms at

BMI is based on the Akad Wadi’ah (Wadiah Principle) where there is no profit

sharing for the customer. On the other hands, there is also products of investment

type at BMI that based on Mudharabah agreements where the customer has the

opportunity to earn profit sharing by BMI.

2) Financing

BMI offers the customers four types of financing based on the used and benefit

that they can earn. Those four types are financing for sale and purchase, profit

sharing transaction, lease, and lending or borrowing transaction. On the sales and

purchases financing service, BMI use the contract of murabahah, istishna, salam.

While mudharabah and musyarakah contract used by BMI as the principle in

conducting the profit-sharing transactions. Next, the lease that BMI has and

provide is for both movable and immovable property based on contracts of ijarah,

ijarah muntahiya bittamlik. The last is lending and borrowing transaction that use

qardh contract and other contracts based on sharia principle.

3) Providing services based on contract

The following top business activity in PT. Bank Muamalat Indonesia tbk is

providing service based on contracts such as wakalah, hawalah, kafalah, rahn and

other sharia contracts.

The student who conducts internship at BMI Sub Branch Kotabumi is interested

to do research about one of BMI products that use one contract each on the above

activities. Yet, there are about seven more activities that BMI has on their

operation that stated on PT. Bank Muamalat Indonesia tbk annual report.

1.1.4. EMPLOYEE STATISTIC

As per this report is created, the annual report for PT. Bank Muamalat Indonesia for the

year ended 2021 has not been published. Yet, on the annual report for the year ended

2020 of PT. Bank Muamalat Indonesia page 149, mentioned that the total employees

recorded per 31 December 2020 are 2,968 employees with 1,803 male employees and

1,165 female employees.

Based on the years of service, the number of employees who has work at BMI for 6 to 10

years us the highest with 1,177 employees, while the employees with years of service of

>10 years is on the second place with 829 employees, next is 483 employees with years

of service 3-5 years, 368 employees with years of service 1-2 years, and lastly is 111

employees of less than one years of service.

If categorizing the employees at PT. Bank Muamalat Indonesia based on location, there

are 9 locations that the employees come from which are from Sumatera with 430

employees, Java 2,049 employees, Kalimantan 135 employees, Bali 16 employees, Nusa

Tenggara 28 Employees, Maluku 32 Employees, Sulawesi 216 employees, Papua 36

employees, and Malaysia 26 employees.

Figure 2 Employee Statistic of PT. Bank Muamalat Indonesia tbk

as per 31 December 2020

1.1.5. ORGANISATIONAL STRUCTURE

Ahmad Azwar

Sub Branch Manager

Putri Patricia Insurance Advisor Sharia

Rinaldi Relationship Manager

Dhea Vita Lestari

Customer Service

Halimah Sub Branch Operational

Supervisor

Wahyu S. Nugraha

Teller

1.2. ACTIVITY PERFORM DURING PRACTICUM TRAINING

PT. Bank Muamalat Indonesia tbk at Kotabumi or known as BMI Sub Branch Kotabumi

has only two departments for the banking activities which are business department and

operational department. In the early period of practicum, the employer let the student

involve in customer care sub department with Customer Service (CS) staff as the mentor.

Formally, the CS staff responsible to Sub Branch Manager (SBM) while she Relationship

Manager is at one position above her that also responsible to SBM. However, customer

care activities could not be separated from operational department so there is integration

system between business departments that mainly selling and marketing BMI products,

and operation department that supervise and responsible for the cash and financial related

activities at BMI Kotabumi. As time goes by, the SBM start to involving me on the

marketing department’s activity and management activities that is allowable for the

practicum student to involve in. The following is the elaboration of student’s activities

during practicum based on the sub department.

a. Customer Service

At this level, the student work with CS staff whose task is actually included in

both department, business and operational and supervision. In the operational

activities, the student also helps CS staff to collect customer data, transfer it to the

registration form of opening bank accounts and sometime involve in create

necessary document with the guidance of the manager. There are two types of

bank accounts where CS staff and manager frequently ask the student to assist on

such as individual saving account and institutional saving account. The following

are the tasks that student performed on these two types of account:

1.1. Task performed by student on individual saving account opening process.

- Collect identity card to copy the personal information on it and transfer

the data to the registration form. The data consist of customer full name,

date of birth, home address, marriage status, occupation. The student

also needs to ask the customer about mother’s name, range of salary

they earned monthly, phone number, as well as email.

- Ask the customer to sign the registration form.

- Prepare the passbook and ATM after the customer tells CS staff about

their choice of the ATM card type.

- Fulfill the bar sheet about passbook and ATM details that just

registered.

1.2. Task performed by student on institutional saving account opening

process.

- Ensure that all required documents to open institutional bank accounts

are submitted.

- Fulfill the registration form for the institution and the organization’s

committees.

- Prepare the passbook for the bank accounts.

Other than assist on those two types of job, the student with other internship

students performed various operational tasks given by the Customer Service Staff.

Those activities have built the student’s professionalism on how to work well and

follow the procedure applied at the company. The student also learns how to

documenting various documents properly, learn to be accurate and ensure that

each inventory usage is recorded and the balance is according to the calculation

on the system.

Meanwhile, for the CS’s business activities, the tasks that included allowed to be

assisted by the student is encourage the walk-in customer (customer who comes

directly to the office) that have not have Muamalat mobile banking to start using

it. The student guides the customer from downloading the apps on the Google

Play store, register new Muamalat Din (MDIN) account using their saving

account’s data, explaining all the features inside, and ask every question from the

customer about MDIN. Next, the student also sometimes involve herself while CS

staff promotes Prohajj products by help CS staff share the broadcast to the

customers that registered on the leads, a list of customers who get the privilege to

apply for Prohajj program with skipping the monthly salary review process.

b. Marketing

Under marketing division, the student mostly assists the Relationship Manager to

update the leads status on the site called ‘Muamalat Direct’, a private site for the

Marketing and management staffs to update their progress on promoting some

products including Prohajj product. Sometimes, the student also accompanies the

RM on his visiting activities that usually are presentation about BMI products to

the customers.

Other than that, the student also frequently helps the Relationship Manager to

create a jurisdiction analysis to be submitted to Sub Branch Operational

Supervision (SBOS) staff before opening any institutional bank account. This

Figure 3 The student assist CS staff in documenting transaction documents

for the day

jurisdiction analysis state about the law that underlies the permissible opening of

an institutional account is processed based on the institution’s characteristics.

Figure 4 The student help RM create a Jurisdiction Analysis

c. Management

The management level employers at Bank Muamalat Indonesia (BMI) Sub

Branch Kotabumi allows student to involve in visiting activities. The agenda

during outing with SBM is mostly informal meetings to develop the good

relations between customers and the bank. The student also calls the customers

for several times when the manager gives an order to do it, usually to follow up

institutional customer about some important notification that require the bank to

invite them to come to the office.

The manager sometimes also explains to the student about the knowledge about

sharia banking and what are the contracts applied on BMI products through

informal presentation. That is a great opportunity for the student to gain extra

information regarding Islamic banking.

Figure 5 The student accompany manager when visit the customer

1.3. ISSUE ON PROHAJJ TARGET MARKETING ACHIEVEMENT

Marketing is a social process and managerial system by which individuals and groups

obtain what they need and want by creating and mutual exchanging products and services

and value between one people with another (Putri, 2017). Today's marketers face an

increasingly competitive market; more specialized, more global and more technology-

driven. To participate and maintain relevance, marketers need a combination of creativity

and knowledge (Iwu, 2009). The issue that the student underlined during internships

program is unachieved target marketing sales on Prohajj product for Customer Service

and Relationship Manager that could arise several issues such as time consuming and

high transportation and advertisement cost.

Leads is a list of customers who get the privilege to apply for Prohajj program with only

use Identity Card as the requirement where the non leads customers who want to apply

for Prohajj should submit their monthly salary slip before next the management review

the acceptability status. If the review result is accepted, then the non leads customers may

proceed with the registration process while if declined, they should re-register

themselves.

Every month, staffs in business department which is CS and RM receive leads of

hundreds of customers to be offered to apply for Prohajj program with the privilege. The

RM and CS usually share the broadcast message one by one to the lead’s customers

through WhatsApp. The CS staff frequently use an app called Quickwapp that allows the

user to chat other WhatsApp users without save their number at first. She chooses that

apps because it takes time to save customer’s number first before share the broadcast

message and it would not use any space on her phone’s memory. Yet, the leads document

received is not perfectly managed because the phone number data is put at the same cell

with about six other data so she should find it first before re-type the number on the app

she uses, and surely it takes time.

Figure 6 the phone number information is put on the same cell with other information

Since the CS staff has to serve customers, she could not make the Prohajj promotion to

the leads customers as her priority so there are many times where she forgot to continue

following the leads customers up after serving the walk-in customers.

While, the RM whose main job is marketing BMI products and not involve in any

operational activity choose to save each customer’s number before share the broadcast

message or call the customers. Sometimes, he complaints about his phone’s memory that

is full because there are thousands leads customers’ number saved and he should also

delete it one by one that really time consuming. Since RM should promote other BMI

products, RM sometimes could not handle all the leads customers for Prohajj product. To

overcome it and help CS at the same time, RM often visit an institutional customer to

present about Prohajj product, print hundreds Prohajj brochures stating about monthly

installment payment table based on volume of funding to register for hajj through Prohajj

programs and share it to employees on that institution. In this case, RM and CS

unachieved target marketing for Prohajj product may lead RM to consume higher

transportation and advertisement cost compared to the condition if they could contact and

follow up all the leads customers by online.

As per this issue noticed by the student, the student come with a solution which is to

implement Vcard Blast contact saving strategy for blast broadcasting of Prohajj Product

to reach more customers in a click that could help Customer Service staff and

Relationship Manager to achieve their monthly target of following the leads customers up

to promote ‘Prohajj program with privilege’. On this research, the student will discuss

about the process of creating the Vcard file, how to use it, and see the result whether the

Vcard usage could help CS and RM to achieve their marketing target, whether Vcard

could ease CS and RM get the customers and earn more revenue from Prohajj product, or

if there are other factors that could support this Vcard strategy, the student will also

discuss it on this research.

2. OBJECTIVE

Industrial Training allows students to integrate academic study with first-hand or real companies

with practical problems in the industry organization. The Industrial Training is purposes to

expose the students to real working environment and to enhance our knowledge and skill from

what we have learned in our university. Internship student must follow ethical values and good

working practices. This will help the trainees to better understand safety practices and systems

when learn in the industry and may inculcate team spirit and good relationships between trainees

and employees. There are many advanced for trainees to quickly involve themselves into the real

working situation.

In relation to the purpose of the industrial training, this report has several main objectives as

follows:

• To discuss about the marketing effectiveness of Prohajj product at PT Bank Muamalat

Indonesia Sub Branch Kotabumi

• To describe about Vcard and its role on the Prohajj product sales and marketing

• To discuss about the effect of Vcard implementation on the Prohajj product sales and

marketing.

3. METHODOLOGY

Methods are the specific approach to collecting data while Methodology is the theoretical

framework to support the methods chosen. The method chosen should be in accordance with the

research objectives in order to produce valid and reliable information. In this paper, I will

analyze the effectiveness of implementing Vcard blast contact saving strategy on the marketing

of Prohajj product in achieving monthly target marketing sales and see how the impact on the

revenue of BMI Kotabumi Subbranch. I use both qualitative and quantitative methodology with

interviews, observation, and online data collection as the methods to gather enough information

and data to complete the paper. I categorize the method chosen into primary source and

secondary source. The primary sources are interview and observation where the secondary

source is online data collection through internet sources and journals.

3.1. Primary Source

A primary source is a firsthand account of an event that happened, data from a study, or an

original work. The data gathered from primary source is more factual, reliable, authentic,

and original since the researcher directly involve himself in the data collection process and

get the first-hand information.

3.1.1. Interview

The interview is an important data gathering technique involving verbal communication

between the researcher and the subject (Nick Fox, 2006). To gain information about

previous marketing and sales performance of Prohajj product at BMI sub branch

Kotabumi, I conduct interview as one of the primary sources. I di interviews with Sub

Branch Manager about the previous performance of Prohajj selling and marketing, the

information related to Prohajj Product, and other necessary information that will be

useful for this paper. I also interview Customer Service and Relationship Manager to

gather the actual data of their achievement on selling and marketing Prohajj Product.

3.1.2. Observation

Observation is used in the social sciences as a method for collecting data about people,

processes, and cultures (Barbara B. Kawulich, 2012). In this research, the student

observes the activity related to Prohajj marketing and sales at BMI Sub Branch

Kotabumi. The aim of the observation method in this paper is to know and understand the

marketing culture at BMI Kotabumi Subbranch. I observe the differences of marketing

culture done by Customer Service compared to Relationship Manager in promoting

Prohajj product to the customers. I realized that the marketing process at BMI Kotabumi

Subbranch is still ineffective both for CS and RM so the opportunity to gain revenue also

missed.

3.2. Secondary Source

Secondary source include data that has been previously collected and is being considered

for reuse for new questions or issues, where the data collected was not originally intended

(Martins, Serra, & Cunha, 2018). In this paper, the secondary source is necessary to

gather information about the Vcard file, the accounting for hajj bridging fund, the

marketing and sales theory, and other information that could support the analysis. I use

two methods of secondary data collection which consist of online research and article and

journal.

3.2.1. Online Research

Online research involves collecting new and original data (via the Internet) for

analysis in order to provide new evidence in relation to a particular research question

(Latkovikj & Popovska, 2020). According to the recent information, I have decided

to use Internet resources to help me get plenty of information related to Vcard. I also

gain information related to Hajj Bridging Fund and the theory about it from the

internet source. I use internet source such as Google, Google Scholar, and Yahoo to

find information about sharia accounting principle and contract for Prohajj (Hajj

Bridging Fund) because I have lack of understanding about the topic.

3.2.2. Article and Journal

Beside online research, the information about sharia principle and contract are easier

to gather from article and journal from many researchers. Almost all articles and

journals created after the authors did lots of research and studies, so this source is

reliable to be used to complete this paper. I use Google and Google Scholar to find

articles and journals that discuss about sharia accounting principles and contracts for

hajj bridging fund which is Qardh dan Ijarah.

4. DISCUSSION

4.1. BMI PRODUCT: PROHAJJ

4.1.1. PRODUCT DESCRIPTION

Financing is one of the main tasks of the bank in general. Financing can be divided

into two, namely are consumptive financing that has the meaning of financing

provided for purchase or procurement of goods which is not used for a specific

purpose business, and productive financing, financing provided for business (Kartika,

2013).

Multi-service Financing (pilgrimage) is the provision of bailout funds which given

by the bank to help customers in the Hajj registration and get posri hajj easily and

fast, for the services provided by the bank get a fee (ujrah) from the customer in the

specified nominal form with the agreed timeframe.

Prohajj is a Hajj Bridging Fund offered by PT Bank Muamalat Indonesia where the

product offered in the form of lending money for the purpose of registering on Hajj

portion through BMI service where the customer should repay the loan within the

selected period under Qardh and Ijarah contract.

4.1.2. ACCOUNTING FOR PROHAJJ

4.1.2.1. QARDH

Qardh is a form of giving an asset from someone (the lender) to another

person (the debtor) with collateral assets that has equal value with the

debtor borrowings responsibility, which is equal to the assets taken,

intended as an aid to others given. Qardh is permissible and justified in

sharia because people who are in need of money can state their desire to

borrow in Islam. There are a few dalil of the Qardh contained in the

Qur’an; surah al-Baqarah (Surah 2:245), al-Maidah (Surah 5:2), al- Hadid

(Surah 57:11 and 18), at-Taghaabun (Surah 64:17), and al-Muzzammil

(Surah 73:20). As in this context, Hajj Bridging Fund is in the form of

lending money for the purpose of registering on Hajj, as this is interest-free

loan, thus the bank takes the profit not from interest, but from rent fees and

keep document services properly. Thus, the assets in the form of money

lent here to register for Hajj purposes is called qardh.

4.1.2.2. IJARAH

Shari’ah Standards AAOIFI no. 9 about Ijarah and Ijarah Muntahia

Bittamleek can help me in explaining Prohajj Product (A Hajj Bridging

Fund) by Bank Muamalat Indonesia. As we know Ijarah is a term in

Islamic Fiqh which means to give something on rent. In Ijarah, the

usufruct (right to use) of property is transferred to another person for a

specified period against agreed consideration called Ujrah (rent). Ijarah is

derived from the noun ‘al-ajr’ which means compensation, reward,

consideration, return or counter value (al-iwad) against the use of an

object. Moreover, Ijarah could also be used in the following way: first, the

lessor enters into an Ijarah contract with the lessee, and then, under a

separate unconditional contract, ownership in the asset can be transferred

to the lessee; this is also known as Ijarah Muntahia Bittamleek. In this

contract, the customer agrees to and makes installment rental payments

based on the agreed-upon rental period. The object of lease is granted or

sold to the Customer at the end of the lease period. Based on the financing

fatwa Hajj management in Indonesia, Islamic Financial Institutions can

obtain a service fee (ujroh) in accordance with the fatwa DSN-MUI

number 9/DSN-MUI/IV/2000. With the existence of the Hajj bailout

financing product provided by Bank Muamalat, it allows people to register

their name as Hajj candidates more conveniently.

4.1.2.3. MFRS 16 LEASE

MFRS 16 about lease helps me understand the Shari’ah Standard which is

Ijarah since it seems similar. MFRS 16 uses a "right-of-use" method for

lessee accounting, which compels lessees to recognize assets and liabilities

for the rights and duties provided by leasing contracts. This technique

represents the fact that the lessee acquires a right to use an underlying asset

for a set length of time on the lease's start date, and the lessor makes the

underlying asset available to the lessee. There would be no differentiation

between finance and operating leases for lessee accounting using this

technique. The new Standard would require all lease assets and liabilities

to be recognized, including those that are presently classified as off-

balance sheet operating leases. MFRS 16 continues the "rights and

benefits" approach of the current Standard on leases, MFRS 117, for lessor

accounting. Lessor accounting rules in MFRS 117 are generally carried

through in the new MFRS, therefore there will be no significant changes to

lessor accounting except for some improved or enhanced disclosures.

The main differences between Ijarah and Lease is if under Ijarah rent is

charged when the asset is made available to the lessee for use, while under

conventional leasing interest is charged once the contract is signed and

cash made available to the customer, irrespective of whether asset is

actually available for use or not (Hanif, 2016).

4.2. VCARD BLAST CONTACT SAVING STRATEGY

VCARD is a shortened form of Virtual Business Card or known as e-card. It is a file

format standard for electronic business card that may contain personal information

such as name, phone number, email address, logos, photographs, and currently may

also carry audio clips. VCard was developed by a consortium founded by Apple,

AT&T, IBM, and Siemens, which turned the specification over to an industry group,

the Internet Mail Consortium (IMC) in 1996 (Tech Target, 2005). Vcard file’s file

extension is VCF or ‘.vcf ‘which means the file will be saved as a .vcf file, it is a

standard format to share and read contact information.

Figure 7 example of Vcard file that saved as .vcf file extention

Vcard file also enables the user to store multiple contact or larger number of

contacts. In other words, the user firstly may save a number of contacts (phone

number) with .vcf format one by one and later compile all the contact into another

Vcard file format. Relatively, the size of Vcard file is small so it is easy to attach as

an email message or to other electronic messenger applications. When the Vcard file

exchanged to other device for example smartphone either through email or other

messenger applications, when the user double-clicks on the file, there will be a

notification that showing an option to import the contact saved on the Vcard file or

not. If the user agrees to import, as long as the total number of contacts inside the

Vcard file is less than 100, all the contact will be automatically saved to the user’s

phone. Yet, if the Vcard file consist of more than 100 contacts, the notification that

asking to import all the contact inside the Vcard file will appear, and if the user

aggre, all the contact inside Vcard file will be automatically saved on the user’s

phone. The strategy of using Vcard file here calls blast contact saving strategy

because by creating Vcard file to save numerous contacts, it allows the user to save

all of them on the user’s phone directly in a click.

4.2.1. PROCEDURE TO CREATE VCARD FILE

Basically, create a Vcard file for blast contact saving requires the user to create an

excel document (.xls or.xlsx) that contain phone number and its owner name then

convert to Comma-Separated-Values (.csv) document before export it to the Vcard

file. To compile a number of contacts, the next process is to insert simple coding as

programming language on the Command Prompt (cmd.exe) in Windows. The

following are the details of procedure to create Vcard file to be used for blast contact

saving at BMI Kotabumi Subbranch.

1. Manage customers’ phone number data in Microsoft excel (.xlsx)

The national conventions for writing telephone numbers vary by country. It

means each country has its own country code (international dialing code) and it

differs from each other. Indonesia has country code of ‘62’, Malaysia has ‘60’

as its country code, Japan has ‘81’ as the country code, and so on. That code

usually put in front of other numbers that usually shows area number. For

domestic calls, the country codes in some countries will be written as ‘0’.

To create vcard file, the phone number in the excel document should be in the

domestic phone number format where the country code is state by ‘0’. For

example, the phone number should be written in ‘082112345678’ instead of

+6282112345678 format to be easily read by the system.

In Bank Muamalat Indonesia, the Customer Service and Relationship Manager

as the Marketing Agents will be given list of customers who are eligible to get

privilege if they apply for the product offered within the month since the

marketing agent receive the list. This list of customers called ‘Leads’ that could

be accessed directly from the application for BMI employees named Muamalat

Direct or can be download as various document format including excel format.

If the Leads document is downloaded as excel workbook format, the file

consists of lots of information such as record date, name, leads type, contact,

product offered, expired date, and other information.

Figure 8 The Leads document consist of various details

In order to complete this paper, I

need two main information from that

Leads document which are

customers’ name and their phone

number. The customers’ name has

already written in one column so

there is no difficulties to move it to a

different excel sheet. Yet, the

challenge is the phone number

information are written in the same

cell with other more than five

information, so I have to detach it

from that cell.

The first step I do is separating the phone number information from other

information on the same cell by using Text to Column command on the Data

tools commands group in the ribbon under Data Tab > deliminated > Other >

type’:’ > next. After the phone number separated from other information, I copy

the name column and phone number column into another excel sheet in the same

excel document. The phone numbers in the Leads document are not all using

domestic calls number format as required to create Vcard files, so I use some

excel formula to modify all phone numbers from random format into domestic

call number format with the first number of ‘0’. The formula I use in that process

are FIND, LEN, IF, LEFT, and RIGHT.

➢ FIND formula has function to find a character within a cell in the excel

document. In this paper, I use FIND formula to find the character next to or

before phone number. The character I ask to find using FIND formula is usually

either colon (:) or semicolon (;). For example,

Figure 9 Using Text to Column command to separate

phone number information

Figure 10 Example of FIND formula application

On the figure above, the semicolon (;) character in that cell is on the 14th digit.

➢ LEFT formula is used to select characters from the left. In this process, I use

LEFT function to select all the digits before the colon or semicolon symbol,

whose position I find using FIND formula. For example,

Figure 11 The use of LEFT formula after applies FIND formula

on the above figure, using LEFT formula after FIND formula can exactly select

only phone number digits.

➢ LEN formula has function to counts the number of characters within a cell. I use

this function to counts the total phone number characters in a cell to be used in

the next function. For example, the phone

number in cell I2 above is consists of 13 digits.

➢ RIGHT is used to select characters from the right side. In this process I use this

formula to eliminate the first 3 digits of phone number character so it can ease me

add ‘0’ or ‘8’ to make the phone number written in the domestic call format as

required to create Vcard file.

➢ IF formula allows me to make logical comparisons between a value and what I

expect, and there will be two conditions which are TRUE and FALSE. I set both

TRUE and FALSE condition using RIGHT formula above.

Figure 12 The Combination of IF formula and RIGHT formula to

eliminate the first 3 digits of phone number

After applying all the function above, at the end of the process, I use ‘=”08”&[cell

no]’ to make the phone number written in the domestic call format as required to

create Vcard file.

If all the numbers set as domestic call number format, the name information and

phone number information copied to another excel sheet as shows at the figure 13:

1. Save file as Comma-Separated-

Value format

In previous step, I already manage all

the phone numbers into domestic calls

contact number format and copy it to the

new excel sheet together with name

data. The next step is saving the file as

Comma-Separated-Value format by

choosing CSV (MS-DOS) option on the

type of document.

2. Import CSV files into Contact

folder in Windows

Before create a Vcard file, I import the CSV file into the contact folder in windows.

To find that folder, click on the windows button on the bottom left of the computer

or laptop then search contact in all programs by typing ‘Contact’ on the search

programs and files feature, or manually search on all programs option. After the

Figure 13 The customer name and

mobile phone data in the new excel

sheet

contact windows is opened, import the contact by click on the import tab and

choose the CSV files we have save before.

3. Export and save all the contacts in Vcard file format

The last step is exporting the contact to Vcard file format and compiles it using

Command Prompt feature in Windows. The process to export each contact into

Vcard file format is similar to how to import the contacts by clicking tab export on

the contact windows. I create a new folder to save all the contacts that have been

exported into Vcard file format.

The following are the step to use

Command Prompt feature to

compile all the Vcard file contact.

➢ Click ‘cmd’ on the search

programs and file feature

➢ Input command code in the

cmd page which are

[cd ‘folder location’] > enter

> [copy /B *.vcf

Figure 14 The contact information from CSV files has imported to contact

windows

Leads_Vcard_Month_Marketing egent name.vcf] > enter

After applying that command code, the Vcard file that consist of all the contact

I manage in the excel workbook

before will appear on the same

folder used to save the contacts that have been exported into Vcard file format

before. Next, I send the file to CS’s and RM’s email so they can import all their

customers’ contact on their smartphone. Then that is how the procedure to

create Vcard file ends.

d In Addition, considering that the Leads file is not neatly arranged, I realize

that creating this Vcard file from the beginning is quite complex, especially for

CS and RM who has their own schedule. So, I come with a solution to prepare

a special excel file that consist of all the formulas I used in the first stage of

creating Vcard file and modify it so the CS and RM staff may only copy the

updated Leads data to that file. Then they will directly get the necessary format

to continue the process.

4.3. IMPLEMENTATION OF VCARD BLAST CONTACT SAVING STRATEGY

ON PROHAJJ SALES AND MARKETING

4.3.1. BROADCASTING THEORY

Broadcasting is the most significant media development of the twentieth century.

First, radio, and then television, evolved into mass media that could command the

attention of nearly the entire country at times. On this day, there are a lot of mass

media that companies can use for broadcasting their product, such as Facebook, with

its 2.167 billion active users, Instagram with 800 million active users, Twitter,

Figure 16 The cmd page after type the coding

Figure 15 Search cmd from search and

program files feature

YouTube, or any other platform. However, no one realizes that there is a text-based

social media that has many users, which is WhatsApp. Some companies still did

mass email marketing- which is a promotion technique where advertisers send out a

single email to a large audience in hopes to convert prospects into closed sales. This

kind of email marketing actually has an open rate of around 30%. However, the

average text message gets an open rate of 98% which explains why chatbots work

extremely well and why WhatsApp is the most engaging market channel. Unlike

emails, text messages are easily read and simple as everyone is always on their phone

all the time.

4.3.2. IMPLEMENTATION OF VCARD BLAST CONTACT SAVING

STRATEGY

Kate Evans (2021) states that new and dynamic banking

competitors are springing up, offering consumers versatile

product solutions and new ways of banking. This strengthens

Landy Wingard’s (2022) opinion that the number one challenge

in the banking sector is increasing competition. This shows that

the biggest problem or challenge that banks face is high

competition either from the same entity in banking sector or

other entity that offer similar service as banks.

In general, the banking sector products include Checking

account, Savings account, Money Market Account, Certificate

of Deposit, Debit card, and some other financial products.

Based on my experience during practicum, the sharia bank in

Indonesia could not compete with conventional bank due to

various factors such as the public’s familiarity to sharia product

and principle, and historical factor. Yet, I see an opportunity

for Sharia Bank to take roles in the public needs (Islamic

public) which is to serve them in Hajj registration. It is because,

currently, Indonesia government does not allow anyone to

Figure 17 All the contacts saved

in Vcard file shown automatically in Whatsapp contact after the

user import it.

in national sharia banks. From that policy, I drew a conclusion that the conventional

banks have been eliminated as the competitor in the Hajj saving account market. The

employer at BMI Kotabumi Subbranch explains that Prohajj is hajj product that can

contribute high margin of revenue to the Bank Muamalat Indonesia. The more detail

explanation will be discussed in the next section.

Hence, according to Kate and Landy’s opinion that said competition is the biggest

challenge for banks, in relation with the case of Bank Muamalat Indonesia Kotabumi

Subbranch especially in Prohajj product, BMI Kotabumi Subbranch only has one

competitor in the same area which is Bank Syariah Indonesia (BSI). By looking at

this fact, the business department should boost their marketing in order to compete

with BSI Kotabumi Subbranch to get more Hajj Bridging fund customers.

Implementing Vcard blast contact strategy may be an alternative solution to support

marketing agents in promoting Prohajj product through online.

In this paper, I called this strategy as Vcard Blast contact strategy because this

strategy allows Customer Service staff and Relationship Manager to save directly to

their smartphone hundreds of contacts of potential customer for Prohajj product that

listed in the Leads file posted to their staff application account every month. They

only need to download Vcard file that have been created before from their email and

import the files on their phone. Then, all the contact inside the Vcard file will be

automatically saved in their phone, and if the customers’ number are registered to

WhatsApp account, the CS and RM those contacts will be appeared in WhatsApp

contact. Since the contacts’ name saved in the similar format (Month+Customer

Name) for example “JanMohd Abdullah” that has meaning of ‘Prohajj Leads

Customer for January Mohd Abdullah’, the CS staff and RM can forward the

broadcast message to multiple contact at the same time by typing the month code

which is ‘Jan’ and then select them as much as they want. Then, they broadcast

message has sent to all of the contacts they choose.

The blast message sending in the above process, imply that they have applied the

broadcasting theory in their marketing activities. The remaining task for them is to

manage how many customers to contact every day to reach the monthly marketing

target (based on Leads data) effectively but still consider their personal ability to

respond to all the customers’ replies and questions as feedback of their broadcast

message.

In the real application, The Relationship Manager applies the strategy with exactly

the same way as what I assume when proposing this idea. The style I drawn

previously was as follows:

The MA create Vcard file using the special excel file I have created > The MA

import all the contacts contained in the Vcard file > The MA prepare broadcast

message > The MA share the broadcast message to tens of customer contacts through

WhatsApp consistently > the monthly marketing target for Prohajj product is

achieved

Since the RM implemented this strategy as I explained without questions and

requests for special circumstances, he admit that implementing Vcard blast contact

saving strategy with that path is effective to help him reach almost four hundred

Prohajj potential customers based on monthly Leads issued on the staff apps.

In other side, during the interview session with CS staff, she said that she does not

fully follow the path I propose because she has typical broadcasting style. “I prefer to

mention their name in the broadcast message to make them feel more engaged with

me because it can seem like the message only delivers to them individually. Yet, this

Vcard idea really helps me because I can find their contact and see the customer’s

name in my phone. So, I still able to share the broadcast message even if I am far

from my office computer. I feel more productive,” said Dhea, Customer Service of

BMI Kotabumi Subbranch. Dhea, the Customer Service in the company where I

conduct internship at, use this strategy in her own way to maintain her ‘uniqueness’

in contacting her Prohajj potential customers to offer this product. Typically, she

mentions the Leads customer’s name in the broadcast message to win the hearts of

customers so the opportunity to attract customers to apply for the Prohajj program

will be higher. Yet, from her statement above, we can understand that the

implementation of Vcard blast contact saving strategy still beneficial to her because

she feels eased and more flexible to do her marketing job from anywhere.

The manager asks me to create Vcard file for other product as well such as Muamalat

Household Loan Credits (MHLC) for RM to share the broadcast message to the

Leads customer for MHLC product because he can see the positive movement of

marketing performance for Prohajj Product after Vcard blast contact saving strategy

applied.

Hence, the strategy of Vcard blast contact saving is easy to implement in the

activities of business department especially for marketing staffs to promote BMI

products especially Prohajj product. Various benefits can be perceived in various

conditions based on the comfortable style of marketing applied by each staff.

4.3.3. IMPACT OF VCARD BLAST CONTACT SAVING STRATEGY

IMPLEMENTATION ON PROHAJJ MARKETING

PERFORMANCE

According to discussion about Vcard blast contact saving strategy, the staffs in

business department at BMI Kotabumi Subbranch can fell the benefit after

implementing that strategy. Researchers attach great importance to this type of

information. The reason is that it is compatible with most statistical techniques. In

addition, it can help to considerably facilitate the research process (Aouamri, 2021).

Beside Interviews I also collect numerical data to help me strengthen my hypothesis

which is the effectiveness of implementing Vcard blast contact saving strategy is

increase the productivity of marketing performance at BMI Kotabumi Subbranch.

To support this hypothesis, I do collect the numerical data of marketing performance

that consist of monthly Leads customers who were successfully contacted and the

duration to settle that achievement.

Table 1 The data of Leads customers' contacted status in total

Month Total Prohajj

Leads

customers (T)

Success to

Reached

(S)

% (S/T*

100)

Failed to

Reach

% (F/T*

100)

Notes

September 1107 298 27% 809 73%

October 1041 321 31% 720 69%

November 995 273 27% 722 73%

December 1328 285 21% 1043 79%

January 591 485 82% 106 18% 11% not registered

to WhatsApp, 7%

are office numbers

February 580 462 80% 118 20% 14% not registered

to WhatsApp, 6%

are office numbers

March* 357 302 85% 55

15% 10% not registered

to WhatsApp, 5%

are office numbers

*As per practicum program finish.

The data gathered during interview with marketing staffs

In the data above, it can be seen that as per Vcard blast contact saving strategy

applied in BMI Kotabumi Subbranch Marketing activities on January 2022, the total

reached customer through WhatsApp broadcast message has increase significantly

and consistently. The difference between marketing performances on Prohajj product

based on the Leads report before and after the Vcard strategy applied.

𝑨𝒗𝒆𝒓𝒂𝒈𝒆 𝒑𝒆𝒓𝒇𝒐𝒓𝒎𝒂𝒏𝒄𝒆 𝒃𝒆𝒇𝒐𝒓𝒆 𝒂𝒑𝒑𝒍𝒚𝒊𝒏𝒈 𝑽𝒄𝒂𝒓𝒅 𝒃𝒍𝒂𝒔𝒕 𝒄𝒐𝒏𝒕𝒂𝒄𝒕 𝒔𝒕𝒓𝒂𝒕𝒆𝒈𝒚 =

= 𝑻𝒐𝒕𝒂𝒍 𝒓𝒆𝒂𝒄𝒉𝒆𝒅 𝒄𝒖𝒔𝒕𝒐𝒎𝒆𝒓

𝑻𝒐𝒕𝒂𝒍 𝒎𝒐𝒏𝒕𝒉𝒔 =

(𝟐𝟗𝟖+𝟑𝟐𝟏+𝟐𝟕𝟑+𝟐𝟖𝟓)

𝟒 = 𝟐𝟗𝟒. 𝟐𝟓

Form the calculations; we can see that the average marketing performance

before the Vcard strategy is applied is 294.25 that have meaning of in average, the

Marketing Agents are able to reach 294 people through WhatsApp broadcasting

monthly.

𝑨𝒗𝒆𝒓𝒂𝒈𝒆 𝒑𝒆𝒓𝒇𝒐𝒓𝒎𝒂𝒏𝒄𝒆 𝒂𝒇𝒕𝒆𝒓 𝒂𝒑𝒑𝒍𝒚𝒊𝒏𝒈 𝑽𝒄𝒂𝒓𝒅 𝒃𝒍𝒂𝒔𝒕 𝒄𝒐𝒏𝒕𝒂𝒄𝒕 𝒔𝒕𝒓𝒂𝒕𝒆𝒈𝒚 =

𝑻𝒐𝒕𝒂𝒍 𝒑𝒆𝒓𝒄𝒆𝒏𝒕𝒂𝒈𝒆 𝒐𝒇 𝒓𝒆𝒂𝒄𝒉𝒆𝒅 𝒄𝒖𝒔𝒕𝒐𝒎𝒆𝒓

𝑻𝒐𝒕𝒂𝒍 𝒎𝒐𝒏𝒕𝒉𝒔 =

(𝟒𝟖𝟓+𝟒𝟔𝟐+𝟑𝟎𝟐

𝟑 = 𝟒𝟏𝟔. 𝟑𝟑

Compared to average marketing performance of January, February, and March with

its 294.25 point, the differences to average performance in September to December is

112 because the marketing agents are able to reach 416 customers monthly in

average. It shows that Vcard blast contact strategy brings positive impact to the

marketing performance in terms of the number of customers that received Prohajj

broadcast message through WhatsApp every month.

To be more reliable, I also gather another data which is the statistic of customers who

are interested in applying for Prohajj product every month. The data can be seen

from the table below:

Table 2 The list of customers who applied for Prohajj program before and after Vcard strategy

implemented

Period Total

application

Customer Name

October –

December

2021

(3 months)

applications

Muhammad Rafi Alim, Muhammad Faid Alim, Warsini, Iin

Novitasari, Amaliah, Erika Mirna Sari, Purna Bayu, Alef Adlia

Rahmani, Siti Amanati, Non Hayati, Siti Marwiyah, Tri Meliana,

Ahmad Mustaqim, Atika Minarsih.

January –

March*

2022

(2.5

months)

applications

Leny Yutanti, Priyadi, Siti Romandiyah, Laya Manggeshkar,

Wahyudi and his wife, Fauziyatul Iva, Binti Marhamah, Efpy

Desnitaty, Slamet Karyadi, Muhammad Rifai Pinrua, Ahmad

Herwanto, Rohmawati, Lovia Evanne, Siti Wahyuning Tias, Anda

Juanda, Tenar Riana, Noval Idrus, Eva Maryana, Veronica Lesti

Indriyani, Agustinus Aditriono, Yeni aprilia, Nurjianti, Kesti E.P.

*As per practicum program finish

According to above data, the customers who apply for Prohajj program in the second

period (January 2022 – 11th March 2022) as per practicum program finish which is

only two and half months, are 22 applications. It is 36% higher than the previous

period whose applications are only 14 customers. The differences could be higher

since the possibility to attract more customers has not been stop because March

Leads will expire on 6th April 2022.

In summary, the implementation of Vcard Blast Contact Saving Strategy has shown

its positive impact. The power of Vcard strategy can be seen from the positive

movement that occur on BMI Kotabumi Subbranch’s marketing target achievement

based on the data of reached customers, and the increasing number of customers who

apply for Prohajj program.

4.3.4. IMPACT OF VCARD BLAST CONTACT SAVING STRATEGY

IMPLEMENTATION ON PROHAJJ SALES PERFORMANCE

According to IAS 18.7, Revenue defined as the gross inflow of economic benefits

(cash, receivables, other assets) arising from the ordinary operating activities of an

entity (such as sales of goods, sales of services, interest, royalties, and dividends).

Muhammad Hanif (2016), discuss that the differences of income gain under IAS

17/MFRS16 and FAS 32 issued by AAOIFI is under IAS 17/MFRS16, the income

generated from the interest charged on the carrying amount of the goods, while under

Ijarah concept the income is purely generated from rent.

Ahmad Azwar, The Subbranch Manager of BMI Kotabumi explain that in the case of

Prohajj Product, there are two Akad applied which is Qardh and Ijarah. The qardh is

interest-free loan that BMI lend to customers in order to be used for registering Hajj

portion through BMI service. The hajj registration fee in Indonesia is Rp25,000,000,

but the amount of qardh loans taken by the customer is optional according to their

capabilities. The minimum loans that customer may get is Rp10,000,000/hajj portion,

but mostly the customers are applying for Rp25,000,000 loans. The SBM also said

that instead of charging interest on those loans, BMI apply Ijarah contract based on

rent transaction where BMI renting BMI’s storage and security service during the

customer’s installment period. The illustration of the above statement for

Rp25,000,000 loans are as follow:

Based on the discussion about the impact of Vcard blast contact saving strategy, the

number of customers who applied for Prohajj Product is increase after the strategy

applied. Yet, not all the customers who apply for this program are accepted for that

loan. The application will be submitted to the general system and the higher authority

Loans/Amount

of Qardh

Monthly

installment

Installment

period

Qardh loans

repayment

Income generated from

Ijarah (monthly)

Rp25,000,000 Rp655, 567 60 Rp416,333

(Rp25,000,000/60)

Rp238,900

(Rp655,567-Rp416,333)

Total income generated per customer

Rp14,334,020

(Rp238,900*60)

Table 3 Calculation of Income generated from Prohajj product per customer who take Rp25,000,000

loans

from main BMI office will evaluate their eligibility using their data. The customers’

application may be rejected because some of their data submitted on the application is

not valid or the calculation of their cash ratio not meet the minimum requirement set

by the organization. Although, the more the number of customers who apply for

Prohajj program, the higher the opportunity to get more acceptable customers that can

leads to higher revenue for BMI especially Kotabumi Subbranch.

After months of exciting research, finally I come out with the data of customers who

are succeed to book hajj portion with Prohajj product by BMI. I sum the data and

categorize it into two period which is before and after Vcard blast contact strategy

applied in BMI Kotabumi Subbranch. Then, according to manager’s explanation, I can

analyze the impact of implementing Vcard Blast Contact Strategy on the sales

performance of Prohajj Product. The data are as follows:

Table 4 The comparison between revenue for Prohajj product before and after Vcard strategy applied

Period Customers’ name Portion Loans Installment

Period

(mth)

Contribution to

Revenue

October –

December

‘21

Muhammad Rafi Alim

Muhammad Faid alim

Non Hayati

Siti amanati

Atika Minarsih

Alef Adlia Rahmani

Purna Bayu

Amaliah

Rp25,000,000

Rp14,334,020

Total unearned revenue from Ijarah contract Rp114,334,020

January –

11th

March ‘22

Siti Romandiyah

Binti Marhamah,

Slamet Karyadi

Muhammad Rifai P

Leny Yutanti

Rohmawati

Lovia Evanne

Anda Juanda

Noval Idrus

Eva Maryana

Priyadi

Kesti E.P.

Rp25,000,000

Rp14,334,020

Total unearned revenue from Ijarah contract Rp172,008,240

Based on the above data, the Vcard blast contact saving strategy has indirectly

involve in contributing Rp57,336,080 unearned revenue under Ijarah contract in

Prohajj product to BMI Kotabumi subbranch.

Figure 18 Example of collection form that mentions customers who are registered to Prohajj product

In summary, implementation Vcard blast contact strategy effectively has gave

positive impact to the company not only by ease the marketing agents in reaching

Prohajj potential customer through broadcasting in WhatsApp apps but also

indirectly contribute to the company’s revenue amounted of Rp57,336,080.

5. CONCLUSSION

The strategy of Vcard blast contact saving is easy to implement in the activities of business

department especially for marketing staffs to promote BMI products especially Prohajj product.

Various benefits can be perceived in various conditions based on the comfortable style of

marketing applied by each staff. Implementing this strategy has also benefits BMI Kotabumi

Subbranch on the marketing and sales performance.

The impact on the marketing performance is that effectively implement Vcard blast contact

strategy during the period of January 2022 to 11th March 2022 is that the marketing agents

succeed to achieve 82% level in average of contacting the Prohajj potential customer based on

Leads data. This is because Vcard ease them to contact 416 customers in a month in average

while before the strategy is implemented, its average is only 294 customers.

The implementation of Vcard blast contact strategy effectively also gave positive impact to the

company not only by ease the marketing agents in reaching Prohajj potential customer through

broadcasting in WhatsApp apps but also indirectly contribute to the company’s revenue

amounted of Rp57,336,080 based on the data from October 2021 to March 2022.

Actually, I realize that the process of creating the Vcard file from the beginning is quite complex,

need a leisure time to doing it from the first step. Preparing a special excel file that consist of all

the formulas used in the first stage of creating Vcard file, then modify it so the CS and RM staff

may only copy the updated Leads data to that file can be an alternative to maintain the

implementation of Vcard blast contact strategy even after the practicum training finish.

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COPYRIGHT DECLARATION
ACKNOWLEDGEMENT
DISCLAIMER
ABBREVIATION
LIST OF TABLE, FIGURES, AND DIAGRAM
1. INTRODUCTION AND BACKGROUND OF STUDY

1.1. COMPANY BACKGROUND

1.1.1. COMPANY’S HISTORY AND PROFILE
1.
1.1.1.
1.1.2. VISION AND MISSION

1.1.2.1. VISION
1.
1.1.1.
1.1.2.
1.1.2.1.
1.1.2.2. MISION

1.1.3. CORE ACTIVITIES
1.1.4. EMPLOYEE STATISTIC
1.1.5. ORGANISATIONAL STRUCTURE

1.2. ACTIVITY PERFORM DURING PRACTICUM TRAINING
1.3. ISSUE ON PROHAJJ TARGET MARKETING ACHIEVEMENT

1.
2. OBJECTIVE
1.
2.
3. METHODOLOGY

3.1. Primary Source

1.
2.
3.
3.1.
3.1.1. Interview
1.
2.
3.
3.1.
3.1.1.
3.1.2. Observation

1.
2.
3.
3.1.
3.2. Secondary Source

1.
2.
3.
3.1.
3.2.
3.2.1. Online Research
1.
2.
3.
3.1.
3.2.
3.2.1.
3.2.2. Article and Journal

1.
2.
3.
4. DISCUSSION

1.
2.
3.
4.
4.1. BMI PRODUCT: PROHAJJ

1.
2.
3.
4.
4.1.
4.1.1. PRODUCT DESCRIPTION

1.
2.
3.
4.
4.1.
4.1.1.

1.
2.
3.
4.
4.1.
4.1.1.
4.1.2. ACCOUNTING FOR PROHAJJ

1.
2.
3.
4.
4.1.
4.1.1.
4.1.2.
4.1.2.1. QARDH
1.
2.
3.
4.
4.1.
4.1.1.
4.1.2.
4.1.2.1.
4.1.2.2. IJARAH
1.
2.
3.
4.
4.1.
4.1.1.
4.1.2.
4.1.2.1.
4.1.2.2.
4.1.2.3. MFRS 16 LEASE
1.
2.
3.
4.
4.1.
4.1.1.
4.1.2.
4.1.2.1.
4.1.2.2.
4.1.2.3.

1.
2.
3.
4.
4.1.
4.1.1.
4.1.2.

1.
2.
3.
4.
4.1.
4.2. VCARD BLAST CONTACT SAVING STRATEGY

4.2.1. PROCEDURE TO CREATE VCARD FILE

1.
2.
3.
4.
4.1.
4.2.
4.3. IMPLEMENTATION OF VCARD BLAST CONTACT SAVING STRATEGY ON PROHAJJ SALES AND MARKETING

1.
2.
3.
4.
4.1.
4.2.
4.3.
4.3.1. BROADCASTING THEORY
1.
2.
3.
4.
4.1.
4.2.
4.3.
4.3.1.
4.3.2. IMPLEMENTATION OF VCARD BLAST CONTACT SAVING STRATEGY
1.
2.
3.
4.
4.1.
4.2.
4.3.
4.3.1.
4.3.2.
4.3.3. IMPACT OF VCARD BLAST CONTACT SAVING STRATEGY IMPLEMENTATION ON PROHAJJ MARKETING PERFORMANCE
1.
2.
3.
4.
4.1.
4.2.
4.3.
4.3.1.
4.3.2.
4.3.3.
4.3.4. IMPACT OF VCARD BLAST CONTACT SAVING STRATEGY IMPLEMENTATION ON PROHAJJ SALES PERFORMANCE

1.
2.
3.
4.
5. CONCLUSSION
REFERENCES