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All Journal FITRAH:Jurnal Kajian Ilmu-ilmu Keislaman Zhafir | Journal of Islamic Economics, Finance, and Banking Jurnal Pengabdian kepada Masyarakat Nusantara Management of Zakat and Waqf Journal (MAZAWA)) Jurnal Ekonomi Syariah Pelita Bangsa Journal of Islamic Philanthropy and Disaster Cakrawala: Jurnal Studi Islam EKONOMIKA SYARIAH : Journal of Economic Studies Jurnal Ekonomi dan Kewirausahaan West Science West Science Social and Humanities Studies Manager : Jurnal Ilmu manajemen
Jamaludin, Nur
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Journal : Jurnal Ekonomi Syariah Pelita Bangsa

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Penentuan Strategi Pemasaran Produk Griya Hasanah BSI KCP Tangerang Villa Melati Mas: Pendekatan Analisis SWOT Jamaludin, Nur; Tidjani, Shofiah; Permatasari, Yovika; Simatupang, Aisyah Defy R.
Jurnal Ekonomi Syariah Pelita Bangsa Vol. 9 No. 02 (2024): JESPB Edisi Oktober 2024
Publisher : DPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/jespb.v9i02.1419

Abstract

A strong marketing strategy is crucial for firms since it immediately affects sales growth, brand promotion, and the identification of new market opportunities, leading to a sustained competitive advantage. Using SWOT analysis, which includes assessing strengths, weaknesses, opportunities, and threats, is a crucial tool for developing a focused marketing strategy for items. This study seeks to explore the utilization of SWOT analysis in formulating the marketing strategy for the Griya Hasanah Home Financing Product (PPR) at BSI KCP Tangerang Villa Melati Mas. It involves a thorough analysis of both internal (strengths and weaknesses) and external (opportunities and threats) variables. This research aims to use a descriptive qualitative technique to thoroughly examine and analyse the strengths, flaws, opportunities, and dangers associated with the Griya Hasanah PPR product at Bank Syariah Indonesia KCP Tangerang Villa Melati Mas. Data collecting involves gathering primary sources, such as interviews, as well as secondary data obtained from other sources such websites, journals, books, and pertinent literature. The study's findings indicate that when using the SWOT analysis framework, internal factors (strengths and weaknesses), referred to as S - W, have a favourable value of 1.08 on the X-axis. On the other hand, external factors (opportunities and threats), represented as O - T, have a positive value of 1 on the Y-axis. Therefore, placing the Griya Hasanah PPR product at BSI KCP Tangerang Villa Melati Mas in quadrant 1 indicates the necessity for the company to implement a proactive marketing plan. By utilizing the company's strengths and capitalising on opportunities, this strategy is positioned to strengthen its competitive position and continuously extend its market presence.
Co-Authors Abdul Rachman Aprianto, Muhammad Rafli Azizah, Idha Azwar, Martavevi Bin Aini, Zulkefli Choirin, Muhammad Erdawati, Lena Heny Fitriani Karim, Salman Izudin Komariyah, Oom Miftahurrahmah Miftahurrahmah, Miftahurrahmah Moh. Khoirul Anam Muizzudin, M. Nurhayadi, Willy Nur’aeni, Putri Permatasari, Yovika Puspita, Rita Sari Putri, Rezty Arizta R. Simatupang, Aisyah Defy Rizky, Teguh Muhammad Rumanintya Lisaria Putri, Rumanintya Lisaria Sangare, Bilaly Septi, Iti Shofiah Tidjani Simatupang, Aisyah Defy R. Simatupang, Aisyah Defy Rahmayani Siti Aminah Soleha, Aprilia Dewi Suardi, Didi Sucihati, Sucihati Sudarmanto, Eko Wulandari, Fithri