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All Journal Kawakib: Journal of Multidisciplinary Research
Meida Tisnawati Putri
Prodi Perbankan Syariah Universitas Wiralodra Indramayu
Religion Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Marketing Strategy for Home Ownership Financing (PPR) Products at Bank BJB Syariah KCP Indramayu Meida Tisnawati Putri
Kawakib: Journal of Multidisciplinary Research Vol. 1 No. 4 (2025)
Publisher : Konsultan Jurnal Ilmiah Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63738/kawakib.v1i4.17

Abstract

Financial services are an essential part of the modern economy, including the banking sector, which plays a vital role in supporting economic development. In the Islamic economic system, the significance of Islamic banking has grown rapidly along with increasing public awareness of Sharia-based financial principles. Bank BJB Syariah KCP Indramayu, one of the Islamic banks in Indonesia, supports government programs through subsidized Sharia-based Home Financing (PPR) products. These products aim to assist low-income communities (MBR) in obtaining proper housing through Sharia contracts such as Murabaha, Musharakah Mutanaqisah, and Ijarah Muntahiyah Bi Tamlik. This study aims to explore the marketing strategies employed by Bank BJB Syariah KCP Indramayu to increase public interest in subsidized Sharia-based PPR products. A qualitative approach was used to collect data through interviews and direct observations at the research site. The results indicate that the marketing strategies implemented include utilizing customer data for personalized offers, conducting the "Grebek Pasar" program, distributing brochures as an information medium, and more. The main challenges identified include the lack of Sharia literacy in finance, competition from conventional banks, and the limited purchasing power of the local community.
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