Strategi Pemasaran Produk Cicil Emas Bank Syariah Indonesia KCP Trenggalek

Abstract

Introduction: The increasing development of Islamic banking in Indonesia is currently causing increasingly tight competition. The existence of this competition demands that it aggressively market its products. The Gold installment product is one of BSI's leading products that offers Sharia gold investment solutions with an installment system using the Murabahah contract. Research Methods: The type of research used by the author is qualitative research with a field study approach. In this case, the data collection technique carried out by the researcher is through observation, interviews, and documentation. Results: The results of this strategy research are able to increase customer trust and loyalty, which is reflected in the consistent growth in the number of Gold Installment customers during the research period. This study shows that the marketing strategy for the Gold Installment product at Bank Sharia Indonesia (BSI) KCP Trenggalek has been optimally implemented through the 7P marketing mix, namely product, price, place, promotion, people, process, and physical evidence. Conclusion: Based on the results of the study, it is recommended that BSI KCP Trenggalek continue to develop innovations in marketing strategies, especially in the use of digital technology to reach a wider market segment.