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All Journal JURNAL ILMIAH GEMA PERENCANA Jurnal Kajian Islam dan Sosial Keagamaan
Ceta Indra lesmana
Universitas KH. Abdul Chalim Mojokerto
Religion Humanities Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Social Sciences

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Analisis Strategi Pemasaran Pembiayaan Murabahah Pada Produk Cicilan Emas Dalam Meningkatkan Jumlah Nasabah Pada BSI Diponegoro Surabaya Iqbal Ramadhani; Ceta Indra lesmana; Makinun Amin
Jurnal Kajian Islam dan Sosial Keagamaan Vol. 3 No. 1 (2025): Juli - September
Publisher : CV. ITTC INDONESIA

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Abstract

This study aims to analyze the marketing strategy of murabahah financing on gold installment products in increasing the number of customers at Bank Syariah Indonesia (BSI) KCP Diponegoro Surabaya. The method used is descriptive qualitative with data collection techniques through interviews, observation, and documentation. The research informants consist of bank internal parties (Branch Operational and Relationship Manager) and customers of the gold installment product. The results show that the marketing strategy using the 7P marketing mix (product, price, place, promotion, people, process, and physical evidence) has contributed to the increase in the number of customers from 2021 to 2023. The challenges faced include low public literacy regarding the murabahah contract, competition with other financial institutions, and gold price fluctuations. This study confirms that the application of appropriate sharia-based marketing strategies can increase product attractiveness and strengthen customer loyalty
Mengapa Decision Memilih Bank Syariah Rendah? Membaca Peran dalam Mempengaruhi Interest Student Yuwan Ferdiana Ilahi; Munirul Abidin; Eko Suprayitno; Ceta Indra Lesmana
JURNAL ILMIAH GEMA PERENCANA Vol 4 No 2 (2025): Jurnal Ilmiah Gema Perencana
Publisher : POKJANAS Bekerja Sama Biro Perencanaan dan Penganggaran, Sekretariat Jenderal Kementerian Agama RI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61860/jigp.v4i2.233

Abstract

Even though Indonesia is home to the largest number of Muslims worldwide, the number of people who use Islamic banking services is still somewhat lower than that of conventional banks. The purpose of this study is to identify the factors that make student less inclined to choose a syariah bank. This study examines how the environment and perceptions affect confidence and adherence to using a syariah bank by using a quantitative deskriptif method and through SmartPLS analysis. The analysis's findings indicate that the environment has a significant impact on perception, with a koefisien of 0.185 (p < 0,001). Perception also has a positive impact on interest, with a coefficient of 0.417% (p < 0,001). Perception, however, does not indicate a significant impact on decision, with a koefisien of 0.138 (p = 0,074). In addition, interest proven has a significant impact on decision, with a coefficient of 0.709 (p < 0,001). This finding indicates that perception mediates the influence of the environment on interest, The student's final decision is imperceptibly affected by their interest regarding syariah bank products. The results indicate that there are significant effects of the environment on perception, with perceptions influencing the relationship between the environment and interest. However, Perception does not indicate a significant impact on decision, indicating that there is a lack of agreement between interest and nyata. All of this provides a strategic plan to help syariah banks increase their positive credit and turn their interest into a nyata decision.
Co-Authors eko suprayitno Iqbal Ramadhani Makinun Amin Munirul Abidin Yuwan Ferdiana Ilahi