The digital marketing strategy of the gold instalment product at the branch office of BSI in Yogyakarta

Abstract

Good digital marketing is needed to promote gold installment products so that they do not compete with banks or other financial institutions. Thus, carrying out business innovations, which transform into digital, is necessary to connect Pawning Sales Officers with customers on the internet to generate high-demand prospects, save time and budget, and provide fast responses with real-time services. This study aims to find out the digital marketing strategy for gold installment products by the branch office of Bank Syariah Indonesia in HOS Cokroaminoto (BSI KCP HOS Cokroaminoto) of Yogyakarta and the obstacles faced by BSI KCP HOS Cokroaminoto in implementing digital marketing strategies for gold installment products. This field research uses the descriptive-qualitative approach, and the research object is the gold installment financing product at Bank Syariah Indonesia. The data are collected through observation, documentation, and interviews with PSO, CBRM, and customers. The digital marketing strategies used at BSI KCP HOS Cokroaminoto are financial technology, social media, referral marketing, and online advertising. These four strategies positively impact the introduction of gold installment products. However, the disadvantages of digital marketing are that more people are interested in using direct marketing, it is vulnerable to fraudulent activities, it needs to create exciting content, and it takes time to understand.