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All Journal Jurnal Ilmiah Mahasiswa Raushan Fikr
Sri Anjani
UIN Sumatera Utara
Religion Arts Social Sciences

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STRATEGI PEMASARAN KREDIT PEMILIKAN RUMAH FLPP PADA PT. BANK SUMUT KCP SYARIAH KISARAN: UNTUK MENINGKATKAN POPULARITAS PRODUK Sri Anjani; Juliana Nasution; Wahyu Syarvina
Jurnal Ilmiah Mahasiswa Raushan Fikr Vol 14 No 1 (2025): Jurnal Ilmiah Mahasiswa Raushan Fikr
Publisher : Lembaga Kajian dan Pemberdayaan Mahasiswa UIN Prof. KH. Saifuddin Zuhri Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24090/jimrf.v14i1.13607

Abstract

This study critically examines the marketing strategies employed by PT. Bank Sumut KCP Syariah Kisaran to enhance the visibility and uptake of its Sharia-based Mortgage Loan (KPR) supported by the Housing Finance Liquidity Facility (FLPP). Using a descriptive qualitative method, data were gathered through interviews, observations, and document analysis, then analyzed thematically. The findings indicate that the bank implements a marketing mix strategy encompassing product, price, place, and promotion. This integrated approach has effectively expanded the customer base and helped meet annual financing targets. Key contributing factors include excellent service delivery and proactive promotional activities such as direct customer engagement, which have strengthened public trust in the Sharia-compliant financing scheme. These results provide practical insights for other Islamic financial institutions seeking to develop marketing strategies for inclusive financing products, particularly those targeting low-income communities.
Co-Authors Juliana Nasution Wahyu Syarvina