ANALISIS STRATEGI PEMASARAN DALAM UPAYA MENINGKATKAN JUMLAH NASABAH PRODUK TABUNGAN EASY MUDHARABAH PADA BANK SYARIAH INDONESIA KCP BENGKALIS

Abstract

This research is motivated by the existence of fundraising products at Bank Syariah Indonesia Kcp Bengkalis, one of which is the Easy Mudharabah savings product. Easy Mudharabah Savings is a saving in rupiah currency where withdrawals and deposits can be made every hour during cash operating hours at the bank office or through an ATM. There is a lot of competition and a variety of products offered at Bank Syariah Indonesia, so an appropriate marketing strategy is needed. This study aims to determine the marketing strategy along with the opportunities and challenges in marketing Easy Mudharabah Savings Products at Bank Syariah Indonesia Kcp Bengkalis. This research is a field research located at Bank Syariah Indonesia KCP Bengkalis. The data were obtained by conducting interviews with one employee of the Indonesian Islamic bank KCP Bengkalis and then analyzed using a qualitative approach. The results of this study are, first: the marketing strategy in an effort to increase the number of customers of easy mudharabah savings products applied by the Indonesian Islamic bank KCP Bengkalis, namely using the 7P marketing mix, namely in the form of product (product), price (price), place (place), promotion (promotion ), people (people), physical evidence (physical evidence), process (process). Promotion is the most active marketing strategy. Second: as for opportunities in marketing products, namely the majority of Bengkalis people who are Muslim, as well as promotion through websites that are supported by many internet users today, friendly service and adequate facilities. While the challenges are the unavailability of cash deposit machine facilities and competition for other products with lower administrative costs or administrative costs..