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All Journal JURNAL ILMIAH MANAJEMEN & BISNIS Intiqad: Jurnal Agama dan Pendidikan Islam EDUTECH: Jurnal Ilmu Pendidikan dan Ilmu Sosial Quantitative Economics Journal Al Ishlah Jurnal Pendidikan Al Tijarah Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah MODELING: Jurnal Program Studi PGMI J-EBIS (Jurnal Ekonomi dan Bisnis Islam) Jurnal Ekonomi Islam Journal of Economic, Bussines and Accounting (COSTING) LIABILITIES (JURNAL PENDIDIKAN AKUNTANSI) JMM (Jurnal Masyarakat Mandiri) Misykat al-Anwar Jurnal Kajian Islam dan Masyarakat Martabe : Jurnal Pengabdian Kepada Masyarakat CARADDE: Jurnal Pengabdian Kepada Masyarakat NUSANTARA : Jurnal Ilmu Pengetahuan Sosial JURNAL PENDIDIKAN TAMBUSAI JUPE : Jurnal Pendidikan Mandala Iqtishoduna: Jurnal Ekonomi Islam AMALIAH: JURNAL PENGABDIAN KEPADA MASYARAKAT At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam Jurnal Pendidikan dan Konseling Jurnal Informatika Ekonomi Bisnis Community Engagement and Emergence Journal (CEEJ) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Hikmah Ihtiyath : Jurnal Manajemen Keuangan Syariah Ihsan: Jurnal Pengabdian Masyarakat Aghniya: Jurnal Ekonomi Islam Jurnal AKMAMI (Akuntansi Manajemen Ekonomi) Community Empowerment Al-Ulum: Jurnal Pendidikan Islam Al-Sharf: Jurnal Ekonomi Islam Al-Fikru: Jurnal Ilmiah Proceeding International Seminar of Islamic Studies Akuntansi'45 Al-Ulum: Jurnal Pendidikan Islam International Journal of Islamic and Social Sciences (ISOS) Mabsya: Jurnal Manajemen Bisnis Syariah Economic Reviews Journal MASALIQ: Jurnal Pendidikan dan Sains Jurnal Ekonomi Islam Jurnal Informatika Ekonomi Bisnis International Journal of Economic, Technology and Social Sciences (Injects) Ekonom : Jurnal Ekonomi dan Bisnis IIJSE International Conference on Islamic Economic Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Krigan: Journal of Management and Sharia Business ZONA: Jurnal Pengabdian Masyarakat JER Journal of Ekonomics, Finance, and Management Studies LAN TABUR: JURNAL EKONOMI SYARIAH Al-Mustashfa: Jurnal Penelitian Hukum Ekonomi Syariah
Isra Hayati
Universitas Muhammadiyah Sumatera Utara
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Public Health Social Sciences Other

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Marketing Strategy and Islamic Business Ethics in Promoting Mudharabah Deposits at Bank Muamalat Sukaramai Nurul Feni Saputri; Isra Hayati
Al-Mustashfa: Jurnal Penelitian Hukum Ekonomi Syariah Vol. 10 No. 1 (2025)
Publisher : UIN Siber Syekh Nurjati Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24235/jm.v10i1.20135

Abstract

This study explores the marketing strategy and application of Islamic business ethics in promoting mudharabah deposit products at Bank Muamalat KCP Sukaramai, Medan. The research aims to analyze how marketing strategies are implemented at the branch level and identify key challenges in attracting public interest to sharia-compliant investment products. A qualitative descriptive approach was used, employing case study methods through interviews, observation, and documentation. Data analysis was conducted using the interactive model of Miles and Huberman, covering data reduction, display, and conclusion drawing. The findings reveal that Bank Muamalat Sukaramai applies a marketing mix strategy consisting of product development, profit-sharing–based pricing, personal and digital promotion, and local community engagement. Ethical Islamic values such as honesty, transparency, and fairness are consistently upheld throughout the marketing process. The bank also integrates educational efforts to increase public understanding of mudharabah principles through seminars, profit-sharing simulations, and social media content. However, several challenges remain, including low public literacy on sharia finance, tight competition with conventional banks, shifting customer preferences toward digital platforms, and regulatory constraints. This study contributes to the literature on Islamic banking marketing by highlighting practical, ethical-based strategies that are adaptive to local branch contexts. The study offers insights for other Islamic financial institutions seeking to enhance the appeal of profit-sharing deposit products and foster consumer trust in line with Islamic principles.Keywords: Marketing Strategy; Mudharabah Deposit; Islamic Business Ethics; Sharia Banking; Marketing Mix.
Co-Authors Abu Yazid Raisal Adha, Wahyuni Afif, M. Naufal Ahmad Afandi Ahmad Affandi Akmal Shah Al Hilal Hamdi Mnl Alfi Amalia Amalia, Alfi Amelia Rizky Amsari, Syahrul Ananda, Runi Andrew Satria Lubis Andri Soemitra Angelia Azira Anisyah Afifah Annisa Salwa, Alya Arwin Juli Rakhmadi Arwin Juli Rakhmadi Arwin Juli Rakhmadi Butar-Butar, Arwin Juli Asmuni Astri Astri Astri Astri, Astri Aurel, Vira Aushaf Assegaf, M. Naufal Ayna Azzahra Azhara siregar, Putriyani Azwabi, Hariz Madani Badawi, Afif Basyar, Hibban Basyir, Muhammad Fiqry Budhi Oktavia Budi Harianto Capakia, Suraya Chossy Wiratama Cut Ernita Julistia Dea Adilla Elsa Dedek Hardianti Saragih Dessy Ariani Hasibuan Dian Novianti Sitompul Efrina Sipayung Ellisa Fitri Tanjung Erlangga Sidiq Fachrul Rozi Lubis Fachrur Razy Aksana Fadhillah, Rini Faisal Rahman Dongoran Fany, Nicole Theo Fath, Muhammad Ali Radja Ferry Rian Maulana Fia Novita Fitra Sulistina Wati Fitri, Ridatul Fizia Marsa, Thirtiwi Frisca, Syifa Hafizhah, Aqilah Hamdani, Lukman Hamdi, Syaibatul Hani Nursafwa Hara, Siti Syah Harahap, Fikri Rizalsyah Hariyadi Putraga Hasrian Rudi Setiawan Hastuti Olivia Hendrawan, Yoni Hidayat, Muhammad Indah Pratiwi Indah Pratiwi Iqbal Rusli Juita Rahmadani Manik Julia Rafika Karlina, Betalia Kijai, Raja David Indra Luh Putu Ratna Sundari Lukman Hamdani Luthfi Alamsyah M Fadhil Pangestu M Fauzi Hasibuan Maharani, Annisa Maida Sari, Vivi Mariska, Septiara Dwi Melia Rizky Mella, Sinta Misda MMSI Irfan ,S. Kom Muhammad Ali Radja Fath Muhammad Arifin Lubis Muhammad Arifin Lubis Muhammad Rizky Ramadhan Muliza Muliza, Muliza Mutiah Khaira Sihotang Najiyullah Subhani Lubis Najwa Amanda Tanjung Norazlina Norazlina Nur Natasha Putri, Hartika Nurhakiki Nurul Feni Saputri Nurul Zahriani Jf Nurul Zahrianti Jf Pangestu, M Fadhil Prananda, Yoga Putri, Naila Rahma, Sabila Rahmayati Rahmayati Rahmayati, Rahmayati Raja David Indra Kijai Ramadhani, Adellya Sagita Ridatul Fitri Riska Amelia Rizky Ramadhan, Rizky Rizky, Melia Ruzky, Uun Dwi Sabila Hawani, Yasmine Saherawati Br Sipayung Saidatul Mardiyah Saparuddin Siregar saparuddin siregar siregar Sapitra Andani Sarah Sitompul Sari, Afnila Sarwo Edi, Sarwo Setti Werian Dani, Giya Sharzia Adewirza Shiddiqi, Syehnaz Sahin Sihotang, Mutiah Khaira Silvi Rahmayani Hasibuan Silvia Febrianti Simanjuntak, Irma Damayanti SITI FATIMAH Siti Mujiatun Suci Fitria Sumardi Efendi Susilawati Susilawati Syahrani Devi Syahrani Devi Syahrul Amsari Syahrul Amsari Syamsir Syamsir Tanjung, Najwa Amanda Thufail, Muhammad Daffa Titis Budi Prihatin Ulya, Iffatul Uswah Hasanah Uswah Hasanah Uun Dwi Ruzky Wahyudi, Andre Werry Darta Taifur Widia Astuty Wira Anggara Hadi Jamak Wira Handika Yuli Yuli Yanti Siregar Zailani Zailani Zailani Zailani Zailani Zailani, Zailani Zulfikar, Muhammad Rofi