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Kamilah, K
Universitas Islam Negeri Sumatera Utara
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Marketing Strategy Analysis of Multipurpose Motorcycle Financing Products to Achieve Sharia Banking Sustainability at Bank Sumut KCP Syariah Rantauprapat Nurul Syafriani; Kamilah Kamilah; Aqwa Naser Daulay
Indonesian Journal of Islamic Economics and Finance Vol. 6 No. 1 (2026)
Publisher : Institut Agama Islam Sunan Giri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37680/ijief.v6i1.9710

Abstract

This study aims to analyze the marketing strategy of Multipurpose Motorcycle Financing products in achieving Islamic banking sustainability at Bank Sumut KCP Syariah Rantauprapat. The research employed a descriptive qualitative approach using primary data collected through interviews, observations, questionnaires, and documentation. Informants consisted of branch management, financing officers, administrative staff, and customers selected through purposive sampling. Data were analyzed using SWOT analysis supported by the IFAS, EFAS, IE Matrix, and Cartesian SWOT Diagram. The results show that the bank is positioned in Quadrant I (aggressive growth strategy) with an IFAS score of 3.43 and an EFAS score of 3.49. Key strengths include the implementation of murabahah contracts in accordance with sharia principles, a strong institutional image, and quality customer service. Major opportunities arise from a clear target market, cross-selling potential, and digital marketing utilization. However, challenges remain, including limited marketing personnel, restricted customer segmentation, and low public literacy regarding Islamic finance. Based on the SWOT analysis, the recommended strategies include optimizing cross-selling activities, strengthening murabahah-based differentiation, enhancing service quality, and integrating digital marketing with Islamic financial literacy programs. These strategies are expected to strengthen financing growth, expand market share, and support the long-term sustainability of Islamic banking operations.
Co-Authors Ahmad Muhaisin B. Syarbaini Ahsan Putra Hafiz Aisha Alvia Aisyah Fithri Musfirah Amelia Putri Nasution Annisa Putri Ramadani Annisa Zahra Aqwa Naser Daulay Arnida Wahyuni Lubis Atika Atika Suryani Harahap Aulia Rahmah Bismi Purnama Chairi Nur Azizi Popilaya Cut Annisa Shalsabila Dela Pratama Della Audia Saputri Devi Aprilia Ningsih Diva Cahyatini Endang Rahayu Fitri Handayani Friska Nadila Gita Ayu Pratama Haikal Fikri Imsar Imsar Isma Padillah Isma Padillah Jukhairia Ritonga Juliana Nasution Khoirun Fadilah Lubis Laylan Syafina Lia Eriska Br Sitepu Lutfiah Hanifah M P A. Rozak Barus M. Fauzan Rusyidi Nasution Marliyah Mirza Mirza Mahendra siregar Muhammad Angga Reksa Muhammad Azizi Akbar Lubis Muhammad Haekal Matondang Muhammad Lathief Ilhamy Nasution Muhammad Lathief lhamy Nasution Muhammad Raihan Muhammad Yafiz Nabiilah Huwaidaa Nasution, Annio Indah Lestari Nelisya Putri Nida Andina Nur Ahmadi Bi Rahmani Nur Aini Nur Hasanah Nuranisa Fitri Nurul Nadilla Nurul Pratiwi Nurul Sa'adah Sarumpaet Nurul Syafriani Nurwani . Putri Faradilla Reni Ria Armayani Hasibuan Rija Aini Rizka Fadhillah Rizqia Humaira Nasution Roma Mela Sapriani Sapriani Shavareydam Abdillah Harahap Sinta Pitriyanti Siti Aisyah Siti Julia Siti Khadijah Barus Sri Eka Putri Syahira Nabila Syarifah Aini Tanjung Tengku Fahma Riansyah Three Mutiara Sipa Tri Inda Fadhila Rahma Ummi Itiah Nasution Yafika Apriliza