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Siregar, Pani Akhiruddin
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Journal : El-Mal: Jurnal Kajian Ekonomi

 1 
Studi Literatur Strategi Pemasaran Produk Pembiayaan KPR Syariah Putri Rahma; Siregar, Pani Akhiruddin
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 5 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i5.1454

Abstract

In facing competition, Islamic banking must have effective techniques to enter the market. Home Ownership Credit (KPR) is a financing product or loan given to home buyers with a financing scheme with a certain percentage. This research is a literature study on marketing strategies for KPR products at Sharia Banks, so that you can find out what discussions have been researched and what discussions need to be researched. This research uses qualitative research. There are 20 selected articles published from 2019-2022 which are grouped into two main topics, namely topics about implementative marketing strategies and marketing strategy models. The topic of implementative marketing strategies is the fewest articles with a percentage of 30%. And the topic of marketing strategy models is the most numerous article with a percentage of 70%. With the topic of Implementative marketing strategies, it can be concluded that several marketing strategies are widely implemented in Sharia Banks, namely: By providing affordable installments, collaborating with developers, advertising in various media, selling products with direct selling, and open tables at events. Meanwhile, with the topic of marketing strategy models, there are several models that can be used in Sharia Banks, namely 1. using the 4p or 7p marketing mix model, 2. Using SWOT analysis, and 3. Door to door strategy model. Discussions that need to be researched include marketing strategies in the digital era and the opportunities and obstacles experienced by Sharia Banks and Conventional Banks in implementing marketing strategies
Co-Authors Adha, Wahyuni Aginta, Gadis Ahmad Afandi Akbar, Ary Rizky Akmal Akmal Al-Ghifari, Abu Dzar Alnamira, Alnamira Amini, Khumairoh Anip, Andi Anriza Witi Nasution AS, Weli Tridayatna Asih, Dinda Fadila Ayu Astuti Brasa Azhara, Putriyani Azizah, Ilma Septia Bahari Bahari, Bahari Brasa, Ayu Astuti Britania, Yolanda Devi Permata Sari Dipa, Mira Fernanada, Eliza Ghibran, Muhammad Heru Hamdani, Muhammad Fadhil Hastuti Olivia Hawani, Yasmine Sabila Husna, Nurhidayati Ibrahim, Patmawati Bte Hj Jannah, Salsabila Nur Juniar, Siti KARIMAH, NURUL Kusumo, Angelina Lubis, Muhammad Arif Fadhillah Marliyah, Marliyah Marliyah, Marliyah Marpaung, Eridawati Maulana, Muhammad Irvan Mia Audina, Mia Muhammad Ruslan Mukhlis Mukhlis Musyafa, Fadhil Muthiah, Asma’ Muthmainnah, Kamilia Nainggolan, Arsilla Rahmani Nasution, Lailan Azmi Nasution, Nabila Wardina Nasution, Siti Zahra Amelia Putri Nulhaq, Aulia Rohmah Oktrigana Wirian Pakpahan, Elpianti Sahara Pasaribu, Novita Sari Patimah Patimah Putri Amanda, Putri Putri Rahma Putri, Alya Saskia Putri, Novi Amelia Raeny Surya Rahman, Anggi Sartika Raini, Aljah Ricky Septian Safriani Safriani, Safriani Salma, Indah Salsabila, Siti Afifah Salsabillah, Mutia Ziva Salwa, Alya Annisa Saragih, Nilam Permata Segara, Sukma Chalifah Septiani, Dila Shabrina, Fathiyyah Shabrina, Nadia Shandy, Akhmad Sihombing, Dwy Arnanda Sinaga, Indah Permata Siregar, Abdul Rosyid Sunardi Sunardi Suryani Suryani Tamaulina Br Sembiring Triamryaningsih, Septi Tsabitah, Sultan Tyrta, Arya Wangsa YENNI SAMRI JULIATI NASUTION, YENNI SAMRI JULIATI Yolanda, Yolanda Britania Zaimsyah, Annisa Masruri Zalukhu, Ade Rostian Zalukhu, Nilfa Zuhri, Mutiara