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All Journal Nusantara Hasana Journal Journal of Shariah Economics
Alfan Septiardo Ilham
Universitas Jambi
Religion Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Education Nursing Social Sciences Other

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Journal : journal of shariah economics

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Strategi Pemasaran Produk Griya Bank Syariah Indonesia di Kantor Cabang Pembantu Jelutung Jambi Alfan Septiardo Ilham; Lucky Enggrani Fitri; Aditya Pratama
JOURNAL OF SHARIA ECONOMICS Vol. 7 No. 1 (2025): Jounal of Sharia Economics
Publisher : Program Studi Ekonomi Syariah, Fakultas Ekonomi dan Bisnis Islam, Universitas Al Hikmah Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35896/jse.v7i1.1058

Abstract

This study aims to analyze the marketing strategy of the home ownership financing product (Griya) at Bank Syariah Indonesia (BSI), Jelutung Jambi Sub-Branch Office. Griya is one of the leading sharia banking products designed to fulfill the community’s housing needs through Islamic financial principles. However, the relatively low number of Griya customers compared to other products indicates the need for more effective and innovative marketing strategies. This research employs a descriptive qualitative method with a case study approach, supported by a SWOT analysis to identify the strengths, weaknesses, opportunities, and threats in marketing the Griya product. The findings reveal that BSI Jelutung Jambi needs to strengthen market segmentation, enhance promotion through sharia-based education, and optimize digital services to expand its market reach. With adaptive marketing strategies grounded in Islamic values, the Griya product is expected to become more competitive and widely accepted by the public.
Co-Authors Aditya Pratama Ary Dean Amri Azzril Arya Hidayat Benny Zulfikar Lucky Enggrani Fitri Mohan Tridipa Syamta Naufal Alfarizi HSB Raden Aqsal Safatullah