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All Journal Jurnal Riset Hukum, Ekonomi Islam, ekonomi, Manajemen dan Akuntansi
Muhammad Ali
STIS AL-HILAL SIGLI, ACEH
Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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PELAYANAN NASABAH DAN PENERAPAN MARKETING MIX (4P) BANK SYARI’AH INDONESIA KCP KEMBANG TANJONG Muhammad Ali
HEI EMA : Jurnal Riset Hukum, Ekonomi Islam, Ekonomi, Manajemen dan Akuntansi Vol. 5 No. 2 (2026): July
Publisher : Prodi Hukum Ekonomi Syariah, STI Syariah AL-Hilal SIgli

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61393/heiema.v5i2.650

Abstract

This study aims to examine customer service at Bank Syariah Indonesia (BSI) KCP Kembang Tanjong through the lens of the marketing mix concept (price, place, product, and promotion). It employs a qualitative, descriptive-analytical approach and is classified as field research, utilizing observation, interviews, and document analysis. The findings indicate that while the product and promotion aspects are well-executed, there are unsatisfactory elements regarding the price and place components. Specifically, the "price" aspect is not effectively implemented due to the presence of ambiguity (*gharar*), which disadvantages or disappoints customers. Regarding "place," customers feel uncomfortable due to the limited parking area and insufficient seating in the waiting room during peak times; additionally, there is frequent staff turnover, particularly among tellers and customer service representatives.
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