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Novrida Qudsi Lutfillah
Fakultas Ekonomi dan Bisnis, Universitas Wijaya Putra
Economics, Econometrics & Finance Social Sciences

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IMPLEMENTATION OF MURABAHAH PRODUCT MARKETING STRATEGY OF SHARIA PUBLIC FINANCING BANK (BPR SHARIA) Wawan Susanto; Novrida Qudsi Lutfillah; Soenarmi .; Yuyun Widiastuti
Manajemen dan Bisnis Vol 16, No 2 (2017): SEPTEMBER 2017
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (201.249 KB) | DOI: 10.24123/jmb.v16i2.332

Abstract

This study aims to understand the implementation of marketing strategies for murabahah products in BPR Sharia in Lamongan. The research method used is a case study by interviewing the head and account officer of BPR Sharia Lamongan Branch as interviewees. The results showed that murabahah products in the implementation of marketing strategies applying a service marketing mix that has been adapted to the environment where BPR Sharia Lamongan Branch was located, including: (1) murabahah products that are sharia-based, (2) promotion using socialization strategies as well as sharia banking education programs, (3) an easy process, and (4) employees (human resources) who have honesty, trusteeship, and politeness, and can establish a family-like relationship with customers. The implementation of marketing strategies is interpreted as keeping trust entrusted to the welfare of the people.
IMPLEMENTATION OF MURABAHAH PRODUCT MARKETING STRATEGY OF SHARIA PUBLIC FINANCING BANK (BPR SHARIA) Wawan Susanto; Novrida Qudsi Lutfillah; Soenarmi .; Yuyun Widiastuti
Manajemen dan Bisnis Vol 16, No 2 (2017): SEPTEMBER 2017
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jmb.v16i2.332

Abstract

This study aims to understand the implementation of marketing strategies for murabahah products in BPR Sharia in Lamongan. The research method used is a case study by interviewing the head and account officer of BPR Sharia Lamongan Branch as interviewees. The results showed that murabahah products in the implementation of marketing strategies applying a service marketing mix that has been adapted to the environment where BPR Sharia Lamongan Branch was located, including: (1) murabahah products that are sharia-based, (2) promotion using socialization strategies as well as sharia banking education programs, (3) an easy process, and (4) employees (human resources) who have honesty, trusteeship, and politeness, and can establish a family-like relationship with customers. The implementation of marketing strategies is interpreted as keeping trust entrusted to the welfare of the people.
Co-Authors Soenarmi . Wawan Susanto Yuyun Widiastuti