MARKETING STRATEGY FOR STUDENT SAVINGS PRODUCTS AT BANK SUMUT KCP SYARIAH HM JONI

Ma’arif Noer Lubis
Wahyu Syarvina
Rahmat Daim Harahap

Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Vol. 5 No. 4 (2025): Multidiciplinary Output Research For Actual and International Issue

The Student Savings Account (Simpel) program is a government initiative supervised by the Financial Services Authority (OJK) in collaboration with banking institutions in Indonesia, aimed at promoting financial education and cultivating a saving habit from an early age. Bank Sumut KCP Syariah HM Joni, as part of a growing Islamic bank, offers a student savings product based on the mudharabah contract. This study aims to analyze the marketing strategies employed by Bank Sumut KCP Syariah HM Joni toward Islamic College Al-Ulum School and to identify the supporting factors and obstacles in increasing students' interest in saving. A qualitative descriptive approach was used, involving interviews with the bank's marketing officer, direct observation, and documentation of customer growth data at Al-Ulum School. The findings reveal that although marketing efforts have been made through educational approaches, students' interest in saving remains low. The main contributing factors include a lack of financial literacy and awareness among students, teachers, and parents regarding the importance of saving from an early age as a foundation for financial management skills. This study recommends enhanced and continuous financial education and outreach to address challenges effectively.