<![CDATA[This study aims to analyze the effectiveness of sharia marketing strategies in increasing customer interest in Hajj Savings products at Bank Syariah Indonesia (BSI) KC Rantauprapat. This research uses a qualitative approach with descriptive methods. Data were collected through in-depth interviews with marketers and customers, as well as analyzing trends in the number of customers from 2021 to 2024. The results showed that financial transparency and competitive profit-sharing schemes have a significant influence on customer decisions in choosing Hajj Savings. In addition, community-based marketing strategies, such as socialization in community organizations and educational institutions, are proven to increase customer trust and loyalty. Thus, the combination of community-based marketing strategies, financial transparency, product innovation, and service digitalization is a key factor in strengthening the competitiveness of Islamic banking. The implications of this study can be used as a model for optimizing Islamic marketing for other Islamic banks in Indonesia.]]>
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