<![CDATA[Abstrak Penelitian ini bertujuan menganalisis faktor internal dan eksternal yang memengaruhi keputusan nasabah memilih tabungan akad Wadiah di BSI KCP Jambi Sipin Bakaruddin, mengidentifikasi tantangan yang dihadapi bank, serta merumuskan strategi peningkatan minat nasabah dengan analisis SWOT. Penelitian menggunakan pendekatan kualitatif melalui wawancara dengan nasabah dan pihak BSI serta studi literatur. Hasil penelitian menunjukkan bahwa produk Wadiah diminati karena bebas biaya administrasi, aman, dan sesuai prinsip syariah. Tantangan internal relatif tidak ditemukan, sedangkan tantangan eksternal berasal dari kondisi ekonomi dan persaingan dengan bank konvensional serta platform digital. Strategi yang disarankan meliputi peningkatan edukasi literasi keuangan, promosi digital, dan program hadiah untuk menarik minat masyarakat. Kata Kunci: Akad Wadiah, BSI, Keputusan Nasabah, Strategi Pemasaran, SWOT Abstract This study aims to analyze the internal and external factors influencing customers’ decisions to choose Wadiah savings accounts at BSI KCP Jambi Sipin Bakaruddin, identify the challenges faced by the bank, and formulate strategies to increase customer interest using SWOT analysis. The research employed a qualitative approach through interviews with customers and BSI staff as well as a review of relevant literature. The results indicate that Wadiah savings are preferred because they are free of administrative fees, secure, and compliant with Sharia principles. Internal challenges were not identified, while external challenges include economic conditions and competition from conventional banks and digital platforms. Recommended strategies include improving financial literacy education, enhancing digital promotion, and providing reward programs to attract potential customers. Keywords: BSI, Customer Decision, Marketing Strategy, SWOT Analysis, Wadiah Contract]]>
