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All Journal IIJSE Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management
Soviani, Enjeli Femi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Optimizing Marketing Strategies Optimizing Marketing Strategies for Gold Installment Products and Hajj Savings Case Study of BSI KCP Surabaya Klampis Fianto, Aulia Zilvina Lauretta; Soviani, Enjeli Femi; Khoirudin, Faris; Salsabillah, Princess Diah
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 3 (2025): Islamic Finance and Management
Publisher : Department of Sharia Economics Institut Pesantren KH. Abdul Chalim Mojokerto

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Abstract

This study aims to identify and optimize the marketing strategies for Gold Installment and Hajj Savings products at BSI Klampis Branch Office in Surabaya. Both products have significant potential to attract Muslim customers, but challenges in education, market segmentation, and marketing communications remain obstacles to increasing transaction volume. This study used a qualitative case study approach, conducted through in-depth interviews with BSI internal staff and direct field observations. The results indicate that the implemented marketing strategies include digital-based promotions, education through Islamic activities, and collaboration with local communities. However, the effectiveness of these strategies has not been maximized due to the lack of structured market needs mapping and low Islamic financial literacy among the target segment. Optimization of the strategy is recommended through strengthening digital channels, increasing the capacity of marketing staff, and developing an integrated literacy program. These findings are expected to provide strategic input for BSI in increasing market penetration for Gold Installment and Hajj Savings products sustainably in Surabaya and the surrounding area, as well as serve as a reference for other Islamic financial institutions in developing product marketing strategies based on Islamic values.
Optimizing Marketing Strategies Optimizing Marketing Strategies for Gold Installment Products and Hajj Savings Case Study of BSI KCP Surabaya Klampis Fianto, Aulia Zilvina Lauretta; Soviani, Enjeli Femi; Khoirudin, Faris; Salsabillah, Princess Diah
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 3 (2025): Islamic Finance and Management
Publisher : Department of Sharia Economics Institut Pesantren KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to identify and optimize the marketing strategies for Gold Installment and Hajj Savings products at BSI Klampis Branch Office in Surabaya. Both products have significant potential to attract Muslim customers, but challenges in education, market segmentation, and marketing communications remain obstacles to increasing transaction volume. This study used a qualitative case study approach, conducted through in-depth interviews with BSI internal staff and direct field observations. The results indicate that the implemented marketing strategies include digital-based promotions, education through Islamic activities, and collaboration with local communities. However, the effectiveness of these strategies has not been maximized due to the lack of structured market needs mapping and low Islamic financial literacy among the target segment. Optimization of the strategy is recommended through strengthening digital channels, increasing the capacity of marketing staff, and developing an integrated literacy program. These findings are expected to provide strategic input for BSI in increasing market penetration for Gold Installment and Hajj Savings products sustainably in Surabaya and the surrounding area, as well as serve as a reference for other Islamic financial institutions in developing product marketing strategies based on Islamic values.
The Effect of Non-Performing Financing and Financing to Deposit Ratio on Capital Adequacy Ratio in Sharia Commercial Banks in Indonesia Soviani, Enjeli Femi; Rafsanjani, Haqiqi; Virana, Tiara Anindya
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

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Abstract

This study aims to analyze the influence of Non-Performing Financing (NPF) and Financing to Deposit Ratio (FDR) on Capital Adequacy Ratio (CAR) in Sharia Commercial Banks in Indonesia, both in the short and long term. The main problem studied is how financing risks and the effectiveness of intermediation affect the capital resilience of Islamic banks in the midst of financial industry dynamics. This study uses a quantitative approach with an associative design and time series data for the 2018–2024 period sourced from the publication of the Financial Services Authority (OJK). The analysis methods used included ADF stationarity test, optimal lag test, VAR stability test, Granger causality test, Johansen cointegration test, and Vector Error Correction Model (VECM) estimation, which was complemented by Impulse Response Function (IRF) and Variance Decomposition (VD) analysis. The results showed that all variables were stationary at the first difference level and there were three cointegration relationships, which indicated a long-term relationship between variables. The VECM estimate shows that NPF has a negative and significant effect on CAR in the long term, while FDR has no significant effect on either the short or long term. Granger's causality test found a one-way relationship from CAR to NPF, while the relationship between FDR and CAR was insignificant. These findings indicate that the strengthening of Islamic banks' capital is more influenced by the quality of financing than the intermediation function. This research contributes empirically in enriching the literature on Islamic banking stability and provides policy implications for regulators and bank management in prioritizing financing risk control to maintain sustainable capital adequacy.
Co-Authors Fianto, Aulia Zilvina Lauretta Haqiqi Rafsanjani Khoirudin, Faris Salsabillah, Princess Diah Virana, Tiara Anindya