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Journal : Journal of Management and Administration Provision

Analysis of Marketing Strategy of Gold Savings Products in an Effort to Attract Customer Interest at Bank Syariah Indonesia (Case Study of Bank Syariah Indonesia KCP Marelan) Harahap, Andi Hotmatua; Daulay, Aqwa Naser; Inayah, Nurul
Journal of Management and Administration Provision Vol. 5 No. 1 (2025): Journal of Management and Administration Provision
Publisher : Pusat Studi Pembangunan dan Pemberdayaan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55885/jmap.v5i1.557

Abstract

Bank Syariah Indonesia (BSI) is currently facing increasing competition among banking institutions, prompting each bank to enhance service quality and diversify product offerings. In response, an effective marketing strategy is essential to increase public interest, particularly in gold savings products. This study aims to determine the marketing strategy used to attract customers to gold savings at Bank Syariah Indonesia KCP Marelan. The research employs a descriptive method with a qualitative approach. Data sources include both primary data, obtained through observations and interviews, and secondary data. A SWOT analysis is utilized to identify internal and external factors influencing the bank's marketing strategy. The results of the study indicate that BSI KCP Marelan falls into quadrant I of the SWOT matrix, which represents a strong and opportunistic position. This suggests that the bank possesses significant internal strengths and is well-positioned to capitalize on external opportunities. The recommended marketing strategy is the SO (Strength-Opportunity) strategy, which involves using internal strengths such as rising gold prices and adherence to sharia principles to leverage external opportunities. This strategy includes promoting the security and religious alignment of gold savings to build customer trust, introducing the product more widely, and ensuring that pricing remains accessible. The bank’s position in quadrant I enables it to act aggressively and proactively in the market, allowing it to achieve marketing targets effectively. Overall, the study highlights the importance of aligning strengths with opportunities in order to develop an optimal marketing strategy for increasing customer interest in gold savings products at BSI KCP Marelan.
Co-Authors Abdul Wahid Suleman Adnan Sauddin Adriani Muhlis, Adriani Agustin, Elisa Aini, Wahidatul Alanggi, Gio AMALIYAH, FITRI Aminuyati Amirullah -, Amirullah Amran Razak Andri Permata Sari, Andri Permata Andriani, Maya Anggita, Nadya Dewi Anggrie NST, Silvia Ani Nur Aeni, Ani Nur Anjastika, Anggi Aqwa Naser Daulay Ardena, Dinda Ardity, Vanesya Aura Arham, Muhammad Dai Ariani, Wika Arif Eko Wibawanto Arifin Fauzi Lubis Arini, Naura Nazhyrah Ariyatun, Ariyatun Arnida Wahyuni Lubis At'thahirah, At'thahirah atika Atikah, Tika Dewi Batubara, Maryam Bey, Syahnaz Nurzaini Boangmanalu, Rahmat Syahputra Budhy Kurniawan Chasanah, Laily Fajria Darmawani ., Darmawani Daud, Bukhari Desi Tri Kurniawati Dewi Nur Indah Sari, Dewi Nur Indah Diana Achmad Elsa, Nazwa Alpuja Endang Komariah, Endang Ernawati, Potjut Fadiana, Devi Fadillah, Muhammad Aris Fahreza, Muhammad Faisal Saade, Muhammad Fatir, Muhammad Fatmah Afrianty Gobel Fauziyah, Auliya Ferry Sobatnu, Ferry Fitri, Syahruna Fitriatussoleha, Nuril Fitroh, Adini Anwaril Galuh Tresnani Hafizah, Raisya Hakim, Mahrizal Hanafi, Burhan Handayani, Nisah Handayani, Tri Hadi Handra Humala Dalimunthe Hanim, Rafidah Harahap, Andi Hotmatua Harahap, Lesti Harahap, Salwa Hayati Hasibuan, Elpina Yanti Hasibuan, M. Fawwaz Eljawahir Hendra Harmain Hendra Heriansyah heriyani agustina, heriyani Herjuno Ari Nugroho, Herjuno Ari Hermintari, Novia Hidayatullah, Mohammad Nurul Hirsan, Muh Humaira, Syuqaira El Hutabarat, Nadya Namora Hutagalung, Mulky Alrasi Ihsan, Nur Hadi Imam Supardi, Kasmadi Imsar, Imsar Inayah, Fitriadi Indra Indra Indra Syahputra Iqram, Muh. Irawan, Faris Ade Irma Setiawan, Irma Irwan Kasse ISLAMUL HADI Ismail, Syawaluddin Junaidi Junaidi khairudin imawan, khairudin Khoirunnisa, Siska Kusumaningthiyas, Wike Adisti Lely Ana Ferawati Ekaningsih Lubis, Anita Pramadani Maharadatunkamsi Maharadatunkamsi, Maharadatunkamsi Maimanah, Hasbul Mamlukhah, Mamlukhah Mansur Margono, Bagus Marliyah, Marliyah Masdiputri, Sri Nuriyaty Maskur Maskur Masruri Masruri Maulida, Adellia Ika Maulidar, Eka Maullida Hayati Meiliasari, Rosana Mira Ustanti Moh. Harun Al Rosid Mubarak, M. Zainun Syauqil Muh. Hasbi Muhammad Arif Muhammad Rifai Muhammad Rijal Alfian Muhammad Sahrul muhammad Syahbudi, muhammad Muliawati, Ida Muslem, Asnawi Muslim, Rany Mustopa Musyarofah Musyarofah, Musyarofah Muthalib, Kismullah Abdul Mutiati, Enni Nailul Izzah nasikhin Nasution, Fathia Zuhra Nasution, Hafizah Mahira Nasution, Juliana Nasution, Nurwani Nasution, Yenni Samri Nawal Ika Susanti, Nawal Ika Ni'mah, Hilmatun Ningrum, Puji Novia, Niza Noviani, Aris Nur Halimah Nur Indah Sari, Dewi Nur Ulmy Mahmud Nur, Lailan Nur, Nahya Nurani, Nadia Sarah Nurbaiti Nurbaiti Nurdinah Hanifah Nuri Aslami Nurkomariah, Nurkomariah Nurlaila Mubarokah Nurmala Sari Nursantri Yanti Nurul Purnomo Oktavia, Rizka Dwi Padjalangi, Andi Muhammad Yaqkin Pardamean Siregar, Pardamean Permana, I Nyoman Yoga Permata, Clarisca Audyta Pohan, Komariah Hapni Pratiwi, Triana Surya Prayogi, Feri Putri , Humaira Agam Putriani, Iradah Dwi Qarni, Waizul Qorib, Khoffifa Assakhyyu Rachmat Kosman, Rachmat Rahma, Tri Inda Fadhila Rahmani, Nur Ahmadi Bi Rahmi Syahriza, Rahmi Ramadhani, Anggraini Ramadhani, Sri Rarastoeti Pratiwi Razip, Muhammad Khaerul Rhokan, Mustapa Khamal Ritonga, Melisa Ananda Putri Rohmah, Siti Nur Rokan, Mustafa Kamal Ruhaidani, Emma Ruri Aldisyah Siregar Rusydi, Arni Rizqiany S Mursiti Sadewo, Imran Safitri, Apriliya Dwi Sakdiah, Halimatu Sandi, Muhammad Sansayto , Ide Mafaza Santri Yanti, Nur Saparuddin Latu Saputra, Rastra Yudha Saragih, Rini Maretha Sardianto Sari, Septi Indah Permata Selvin, Agustina Septhia Irnanda, Septhia Shafira, Riski Shodiq, Adib Muhammad Sigit Wiantoro, Sigit Sijabat, Winda Irmayani Sipahutar, Ana Pahira Siregar, Nabila Safutri Siregar, Safa Maisyarah Siregar, Tarmiji Hamid Siti Sarah Fitriani, Siti Sarah Sitorus, Eva Afrilisa Sitorus, Friska Olavia Soesilo, Nyoman Puniawati Soesilo, Nyoman Puniawati Sofyan A. Gani sri sudiarti St. Hadijah, St. Hadijah Wahi Suhel, Heny Ningtyas Sukmawati Syarif, Sukmawati Supardiono, Supardiono Suprapto, Ribut Surepno, Surepno Surya Adi, Cheetara Novatriyanti Syafaat, Muhtar Syafa’at, Abdul Kholiq Syamsidar Syamsul Bahri Tuti Anggraini Ulfatun Hasanah Ulfatun Hasanah Wartika Rosa Farida Wijaya, Muhammad Aulia Yahya, Ubaidillah Yastin David Batara, Yastin David Ys, Syamsul Bahri Yuliadi Zamroni Yulsafli Yulsafli, Yulsafli Zahra Nabila Iqbal Zama, Azhari Zuhrinal M. Nawawi Zulfadli A. Aziz, Zulfadli A. Zuraini, Irma