Strategi Pemasaran Produk Pembiayaan Cicil Emas di Bank Syari’ah Indonesia: Studi Kasus Bank Syari’ah Indonesia KCP Sudirman

Abstract

This study aims to find out how the marketing strategy used in gold instakkment financing products at Bank Syariah KCP Bogor Sudirman. And also obstacles in marketing gold installment products at Bank Syariah Indonesia KCP Bogor Sudirman. The research method used is qualitative, while data collection is interview and documentation. The results show that BSI KCP Bogor Sudirman uses STP (segmentation, targeting, positioning), the market mix which includes product strategy, price, place, promotion, people, physical evidence, and processes on gold installment financing products. And also by using 5A marketing which includes aware, appeal, ask, act, and advocate. After implementing the marketing strategy, BSI KCP Bogor Sudirman activates the stages of marketing strategy in all lines by looking at the conditions of strengths and weaknesess as well as changes in the enviroment so that they can find out whether the strategy implemented is right on target or not. And further enanche the development of employee capabilities in convincing the public to trust the islamic banking becomes better because banks are service businesses. Keyword: Marketing Strategy, Gold Installment Product, Islamic Bank