STRATEGI PEMASARAN PRODUK PEMBIAYAAN MIKRO MURABAHAH DALAM PENCAPAIAN TARGET DI BANK SYARIAH INDONESIA (BSI) KCP NGANJUK YOS SUDARSO

REFALINA KHOIRUN NADHIRAH, 12401193101 (2023) STRATEGI PEMASARAN PRODUK PEMBIAYAAN MIKRO MURABAHAH DALAM PENCAPAIAN TARGET DI BANK SYARIAH INDONESIA (BSI) KCP NGANJUK YOS SUDARSO. [ Skripsi ]

Text STRATEGI PEMASARAN PRODUK PEMBIAYAAN MIKRO MURABAHAH DALAM PENCAPAIAN TARGET DI BANK SYARIAH INDONESIA (BSI) KCP NGANJUK YOS SUDARSO.pdf Restricted to Repository staff only Download (11MB)

Abstract

Bank Syariah Indonesia (BSI) is a financial institution with sharia principles. In the era of the industrial revolution 4.0, Islamic banking has increased rapidly, as evidenced by the increasing number of actors in Islamic banking activities in Indonesia. With the increasing number of actors in sharia banking activities making competition fiercer among sharia banks, BSI, which was formed as a result of the merger of several sharia business units (UUS), was created to be able to compete and win the competition between sharia banks. BSI must be able to increase public trust and interest in switching from conventional banks to Bank Syariah Indonesia (BSI). With increasing public trust and interest, the achievement of the specified targets will increase. Targets can be achieved if the implementation of the marketing strategy runs optimally. This study aims to determine the marketing strategy of murabaha micro financing products in achieving targets at BSI KCP Nganjuk Yos Sudarso, and to determine the constraints in implementing the marketing strategy. This research method is descriptive qualitative with a field research approach. There are two data sources in this study, namely primary data sources and secondary data sources using observation, interview, and documentation data collection techniques. All of these data were analyzed using data analysis models in the form of the Miles and Huberman models, namely Data Reduction (Reduction), Data Presentation (Display), and Conclusions (Verivication). The results of this study are the marketing strategies used by BSI KCP Nganjuk Yos Sudarso, namely the marketing mix strategy 7P Product, Price, Place, Promotion, People, Process, Physical Evidence (Physical Evidence). And the obstacles that occur in implementing the marketing strategy for murabahah micro financing products are the large number of competitors, the parking space is not wide enough, the lack of BSI Smart agents, the lack of incessant socialization of murabahah micro financing products to the public, the lack of human resources (HR) who are qualified in sector, therefore it is necessary to optimize the implementation of marketing strategies, in order to increase the number of sales, especially sales of murabahah micro financing products at BSI KCP Nganjuk Yos Sudarso.

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