Analysis of Murabahah Financing Marketing Strategy for Gold Installment Products to Increase the Number of Customers at BSI KCP Cemara Asri

Authors

  • Meilinda Ritonga State Islamic University of North Sumatra

Keywords:

Murabahah financing; Gold Installment Products; Marketing Strategy.

Abstract

Introduction: The problem found in this study is that there are still many Indonesians who do not know that they can make gold installments at Islamic banks. people still buy gold through gold shops compared to buying Islamic bank products. it is hoped that this research can help the bank sell its products and help the public to buy gold more easily through Indonesian Islamic banks, especially BSI KCP Cemara Asri.

Purpose: The purpose of this study is to find out what strategies are carried out by Bank Syariah Indonesia KCP Cemara Asri in attracting customers to buy their gold installment products.

Methodology: The research method used in this study is a descriptive qualitative method using field research methods, which is research using descriptive qualitative methods to explore knowledge about a phenomenon in a certain academic context, with fieldwork carried out at Bank Syariah Indonesia KCP Cemara Asri.

Findings: The results obtained from this study are the marketing strategy of gold installment products applied at Bank Syariah Indonesia KCP Cemara Asri using a marketing mix consisting of 7Ps (product, price, place, promotion, people, physical evidence, process).

References

Afifah, L. A., Kosim, A. M., & Hakiem, H. (2022). Marketing Strategy for Gold Installment Financing Products at Bank Syariah Indonesia: Case Study of Bank Syari'ah Indonesia KCP Sudirman. El-Mal: Journal of Islamic Economics & Business Studies, 4(4), 1037-1044. https://doi.org/10.47467/elmal.v4i4.2450

Agustin, T. (2022). Financing Procedures for Gold Installment Products at Bank Sumselbabel Syariah Muhammadiyah Palembang Branch. Scientific Journal of Islamic Banking Students, 2 (1).

Azilah, K., Yuwono, C., & Kurniawan, N. (2023). Application of Accounting Sharia and Murabahah Agreements According to Imam Syafi'i's Perspective on Gold Installment Products at Bank Syariah Indonesia (BSI) Sub-Branch Office (KCP) Banjarnegara. Nizam: Journal of Islampedia, 2(2), 93- 102.

Fadli, M. (2021). Understanding the design of qualitative research methods. Journal of Humanika, 21(1), 33-54. https://doi.org/https://doi.org/10.21831/hum.v21i1.38075

Kasmaniar, K., & Hanum, F. (2023). The Effect of Marketing Strategy and Gold Price on Customer Interest in Sharia Pawnshop Gold Savings Products. JEMSI (Journal of Economics, Management, and Accounting), 9(5), 2228-2235.

Putri, N. A., & Ardyansyah, F. (2023). Implementation of Islamic Marketing Mix on Gold Installment Products at Bank Syariah Indonesia Basuki Rahmat Surabaya Branch Office in the Perspective of Islamic Economics. Al-Kharaj: Journal of Economics, Finance & Islamic Business, 5(6), 2804-2814. https://doi.org/10.47467/alkharaj.v5i6.3651

Rosdiyah. (2016). Strategy Of Market Segmentation, Targeting and Positioning In Increasing The Number Of Customers At PT. Bank Muamalat Indonesia TBK KCP Panyabungan. Journal Of Sharia Bangking, 2 (1).

Sundari. (2018). Marketing Strategy for Gold Installment Financing Products Pt. Bank Syariah Mandiri Kcp Marelan. Journal of Materials Processing Technology, 1(1).

Yogi, G. A., & Basir, G. (2023). Analysis of the Marketing Strategy of Cicil Emas Products in Increasing the Number of Customers at Bank Syariah Indonesia Lcp Pulau Punjung Dharmasraya Regency. JURIA: Journal of Primary Economics, 2(2), 222-231.

Yuri, Adha, & Riduwan. (2023). The Influence of Public Knowledge about Products, Services and Bank Location in Choosing Islamic Bank Services in Yogyakarta City. Al Maal: Journal of Islamic Economics and Banking, 4(2).

Published

2023-12-30

Issue

Vol. 6 No. 2 (2023)

Section

Articles

License

Copyright (c) 2024 Universitas Ahmad Dahlan

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

License and Copyright Agreement

In submitting the manuscript to the journal, the authors certify that:

  • They are authorized by their co-authors to enter into these arrangements.
  • The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal. Please also carefully read Ihtifaz, Journal of Islamic Economics, Finance, and Banking Posting Your Article Policy at http://journal2.uad.ac.id/index.php/ijiefb/about/submissions#onlineSubmissions
  • That it is not under consideration for publication elsewhere,
  • That its publication has been approved by all the author(s) and by the responsible authorities “tacitly or explicitly“ of the institutes where the work has been carried out.
  • They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
  • They agree to the following license and copyright agreement.

Copyright

Authors who publish with Ihtifaz, Journal of Islamic Economics, Finance, and Banking agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.